“Money can’t buy” surprises with McDonald’s Surprize Fries enabled by tms

McDonald’s Surprize Fries returned to Australia and New Zealand with more surprises than ever before from March 5 to April 1. The ever-popular activation is enabled through the transformational technology of iWin, the proprietary game engine tms designed and manage.  

The famous peel returns from last year with each order of fries, only this time the promotion features an improved one in three chances for customers to win free food, exclusive merchandise, gift cards from their favorite brands, and cash prizes. To play, customers simply remove the peel from their fries to reveal an instant prize or a code that can be scanned in the McDonald’s app for gamified reveals, resulting in a reward or an entry to a weekly prize sweepstakes.  

This time, players in Australia get a doubly exciting, gamified experience each week during the month-long promotion, as McDonald’s will unveil a new Surprize Prize, featuring exciting “money can’t buy” experiences to delight customers and celebrate unsung hero of every McDonald’s meal – the fries.   

The new experience is delivered seamlessly using tms’ iWin proprietary game engine technology, which delivers secure and scalable engaging customer experiences.  

“We’re constantly seeking new and innovative ways to surprise and delight our customers through our promotions. This year, our digital experience takes it to the next level, offering something fresh and exciting for McDonald’s fans,” said Stuart Nyman, Digital Client Engagement Lead at tms. 

Other partner agencies including Akcelo, which created the front-end digital experience in the app; DDB handling creative communications; and Creata delievered the prize pool and ticket printing. Digitas is the CRM agency in Australia, while Track manages CRM for New Zealand, and Mango is the PR agency. OMD handles media planning and buying.   

Discover the success of last year’s Surprize Fries promotion, enabled by tms.