Driving digital transformation with the UK’s most successful prize program

Opportunity

Guided by that insight that 80% of UK customers engage with brands through their mobile phones, there was an opportunity to evolve MONOPOLY® for a new generation of fans that highly value digital experiences.

Woman holding a phone while playing the Double Peel MONOPOLY game

Approach

Customers have always loved the on-pack peel, however this year, instead of peeling to reveal a potential loss, Double Peel extended the game in the McDonald’s app – transforming customers’ phones into a MONOPOLY® gameboard. It was essential and that we created a collection mechanic that felt fun not clinical with an exciting moment of theatre for the peel reveal. Every transition between taps, sound and animation was carefully considered to delight customers throughout the gaming experience. Furthermore, we wanted the app to be as inclusive as possible and created a game that was easy to use from an accessibility standpoint.

Two women looking at the McDonald's Double Peel Monopoly game on their phone

Outcome

We designed a platform that transforms customers’ phones into a MONOPOLY® game board, allowing them to collect their properties digitally. The prize mechanic is powered by our proprietary iWin technology and integrates with McDonald’s technology stack to ensure prizes won are easily redeemable and customers can seamlessly access their data. Through the new gaming platform, we ensured ‘double peel’ was the most successful MONOPOLY® to date, with thousands more users drawn in by the exciting digital element of the program.

By extending our popular MONOPOLY promotion at McDonald’s into a more immersive app experience, we’ve not only given customers additional ways to play, we’ve also built a wider, longer-term engagement in the game over the 6-week period – along with more ways to win. Doubling the fun for everyone.

Emma O’Neill

Senior Brand Manager at McDonald’s