tms leads the return of Monopoly Double Play at McDonald’s Canada
McDonald’s Canada is thrilled to announce Monopoly Double Play is back! The promotion, running October 1st through November 4th, while supplies last, returns with its on-pack and in-app gameplay and an exciting twist new for this year: a chance to win a Cash Prize Every Minute opportunity in the McDonald’s app!*
tms leads the campaigns promotion strategy, packaging, digital gameplay, prize sourcing and visual identity, bringing the game to life with a golden digital game tile design, and a visually striking game mechanic that bridges traditional gameplay with future-forward digital engagement.
In 2023, McDonald’s Canada introduced a digital component to the long-running game: Double Play! Players continue the traditional peel and win play on select packaging items, then have the option to scan, or enter, property codes and collect them in the McDonald’s app. When players scan or enter codes in the app, they are given the additional chance to win with a Double Play, an extra in-app peel that keeps fans engaged and excited for a chance to win.
The new Cash Prize Every Minute feature introduces an exciting new prize that is sure to ignite excitement among players. By simply participating in the app, fans have the chance to win cash prizes every minute throughout the duration of the game. This new cash incentive offers yet another reason for fans to engage both on-pack and in-app.
Given the overwhelming success of last year’s Double Play, it’s only natural that McDonald’s is bringing it back, and this year, we’re raising the stakes with our Cash Prize Every Minute feature available through the app. We anticipate this will further engage our customers and elevate their experience
Along with the new Cash Prize Every Minute, McDonald’s has partnered with a wide array of brands to offer exclusive prizes that include trips to NASA’s Kennedy Space Center, shopping sprees, and a variety of gaming, sports, and other experiences. With tons of prizes to offer, the Monopoly Double Play promotion offers something for everyone.
“McDonald’s fans know what they want, and we’ve listened,” said Stephanie Barbieri, Senior Director, Delivery at tms. “The success of Double Play has shown us that digital engagement keeps McDonald’s fans excited and eager to win, and we’re thrilled to build on that success this year with even bigger prizes.”
As McDonald’s Canada continues to embrace digital transformation, tms remains dedicated to supporting the brand, creating app-first experiences that resonate with its tech-savvy audience. Running from October 1st through November 4th, while supplies last, the Monopoly Double Play promotion is set to deliver excitement, engagement, and prizes, combining the nostalgia of peeling game pieces with the thrill of digital gameplay.
*No purch. rqd. Oct. 1–Nov. 4/24 or while supplies last. 100 Code entries/day. Game Piece Prizes: 1 in 5 chances to win at outset, mostly food prizes. App Prizes: Chances based on time of Code entry. Draw Prizes: Chances depend on number of entries in each draw. See Rules in App for details.
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The Chicken Big Mac® arrives in the US with support from tms
The Chicken Big Mac® has arrived in the US! Running from October 9 to November 10, tms and McDonald’s are getting customers excited for a new way to enjoy the iconic flavor of the Big Mac® sandwich.
The campaign slogan, “It’s Not Not a Big Mac®,” gets consumers excited for more ways to enjoy their love for the Big Mac® and cleverly plays into the discourse surrounding what really defines a Big Mac®.
The Big Mac® is an icon, so we needed to announce the new Chicken Big Mac® in a big way. With crave-able imagery and bold typography, we spotlighted the Big Mac® line while encouraging customers to try something new and exciting. I can’t wait to watch the Chicken Big Mac® shake things up!
tms created all retail assets for this campaign to engage and educate customers, uplifting the entire Big Mac® line by making the sandwich the hero. The Chicken Big Mac® is boldly shown with block letter fonts to showcase its iconic taste and ingredients which sets the sandwich apart from the rest. From retail posters and in-store kiosks to pre-sell and pre-browse images on the drive-thru, we created print, motion, and digital assets with a food-focus in mind.
Learn more about other launches we have supported for McDonald’s, such as the Grandma McFlurry®.
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tms and McDonald’s Happy Meal® pair up with Crocs™!
tms, McDonald’s, and Crocs™ have paired up for a global Happy Meal® promotion that will knock your socks off! The Crocs Happy Meal hit global markets in August and launched in the US on September 17, rolling out internationally through the summer of 2025.
This promotion blends the essence of Happy Meal with Crocs, incorporating menu favorites and branded motifs like McDonald’s Golden Arches into the toy design, Crocs merchandise, and digital gameplay. Tapping into fandoms, customers are encouraged to express their individuality through personalized elements, while also elevating the brand in culture.
tms drew inspiration from Crocs’ retail experience, sourcing tuckboxes and tissue paper for the toy packaging reminiscent of a shoe box. The Happy Meal toys consist of 14 miniature Crocs clips, sourced by tms from Mass Balance PP, with special Jibbitz™ stickers for fans to personalize their Crocs toys. While there are 17 total toys that can be collected globally, the number of styles available varies in each market.
We designed the digital experience to be a personalized game where customers are invited to create a custom pair of Crocs in Augmented Reality (AR) by selecting their style, changing the color, and adding Jibbitz™. To unlock the digital gameplay, customers simply scan the code on the tuckbox or Happy Meal box.
For this occasion, the iconic Happy Meal box comes dressed in style, and there’s no better partner than the globally recognized and beloved Crocs™. To support the omnichannel campaign, tms created all in-store campaign assets, inspired by Crocs™ renowned textures, as well as a personalized digital game to promote individuality. Together, we continue to elevate the Happy Meal brand in pop culture.
Tapping into drop culture, McDonald’s branded Crocs and merchandise like socks are available for purchase direct to consumer through Crocs retail or online stores.
Learn more about the Happy Meal campaigns we support for McDonald’s, including the recent Despicable Me 4 Happy Meal.
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tms supports Macca’s world-first ticketless MONOPOLY experience
The Macca’s MONOPOLY experience returns to Australia and New Zealand on September 12 for seven weeks with a surprising new twist: the game is going ticketless for the first time in select markets!
This ticketless gameplay is enabled through the transformational technology of iWin, a proprietary game engine designed and managed by tms. This is the ninth year we have partnered with McDonald’s Australia & New Zealand, utilizing our iWin proprietary game engine technology to deliver secure, scalable, and engaging customer experiences, including for Surprize Fries which launched in 2023.
Exclusively in the states of Western Australia and Tasmania, all MONOPOLY items will be digitally ticketed with no peel on the packaging – customers simply need to order an eligible menu item on the MyMacca’s app to play and reveal their tickets and wins. This is a world-first trial that aims to introduce the power and possibility of digital tickets.
To add excitement around this new fully digital experience, customers in these fully ticketless markets will receive a Bonus instant win prize on their first three eligible orders, in addition to their digital tickets.
We’re offering customers our great Macca’s value and so much more, with a chance to win cars, travel and fashion gift cards, free food delivery for a year, and more. And with the introduction of digital tickets, the game is more exciting than ever. With a one in four chance to win, download the MyMacca’s app and get playing before it’s too late.
Digital tickets will appear instantly within a player’s ‘stash’, in a brand-new stadium-inspired game world and enhanced UI experience created by Akcelo. The mobile game features a roaring arena complete with live digital billboards displaying prize winners from around the country.
Aden Hepburn, co-founder & CEO at Akcelo said: “This year’s game is a world-first for Macca’s. We’ve created an all-new “ticketless” digital-only experience that allows you to play without having to peel a physical game ticket, immersing players in an incredible gaming world worthy of one of the world’s most iconic brands.”
Replacing the iconic peel, players will enjoy gaming-inspired digital ticket reveals in the MyMacca’s app, allowing players to seamlessly collect properties, unlock Chance cards, and redeem prizes. Three new immersive 3D minigames await, including a motorcar stadium race and a skydive into a pool full of prizes!
For Australian states outside of the trial, digital tickets will be featured on a smaller number of products in addition to those items with physical tickets, giving customers the opportunity to experience both ways to play. In New Zealand, there will only be printed tickets.
Evolving the beloved, iconic game peel experience is no easy task. Our ambition is to always evolve with customers’ habits and expectations. Pushing the limits of technology, we have developed an experience for customers which retains the seamlessness and simplicity that they have come to expect, while bringing the joy and excitement of MONOPOLY to the next level.
The campaign will run in restaurants until Tuesday, 22nd October 2024. Read more on Mumbrella and Campaign Brief.
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tms supercharges McDonald’s 18th year of MONOPOLY with Power Peel
McDonald’s iconic annual MONOPOLY promotion is back for its 18th year in the UK. This time, it’s supercharged with “Power Peel”, which will continue to build on the game’s irresistible success and empower players to “peel on pack and make moves in-app.” As lead agency, tms developed the MONOPOLY Power Peel campaign strategy, game mechanic, visual identity, packaging, and digital gameplay.
The 2024 edition of McDonald’s MONOPOLY launched on Wednesday 4th September for six weeks, building on what customers and fans love most: the PEEL. We worked with McDonald’s to create a strikingly colorful neon look for all campaign assets and packaging, plus new digital innovations that supersede the excitement of the last two years of Double Peel.
The updated promotional campaign inspires the nation to make moves at a time when customers are seeking more value and joy with every purchase. “Power Peel” meets that need by creating a joyful world customers can immerse themselves into, and new ways to win, that elevate the McDonald’s MONOPOLY peel-good experience.
We’ve loved developing the ‘Power Peel’ MONOPOLY game at McDonald’s at a time where customers are looking for that extra bit of value and joy in their every day. From the refreshed prize pool and the new gameplay to the amazing neon world we have created, we’re more than excited to see this one launch in restaurants and give people the power to make moves and win with their McDonald’s MONOPOLY food!
Mayfair Monday is a new digital peel experience where one person will win £20k cash instantly on each Monday of the campaign (excluding 14th October). Inside the app, players can also find the Mr Monopoly Bonus Reward: when 30 Property codes are entered, customers are awarded 1,500 MyMcDonald’s Rewards points which provides access to the first tier of rewards on the MyMcDonald’s Rewards programme.
At the same time, there is a refreshed and exciting prize pool with over 70 million prizes up for grabs, including new brands Jet2Holidays and Currys offering prizes such as holiday spends of £2k and brand-new Hisense TVs. We also leaned into the world of MONOPOLY and are giving customers more relevant prizes, from Train credit to ‘Free Parking’.
The much-loved peel-on-pack element remains, giving customers a chance to reveal a property or get an instant win. But the fun continues, as players can scan property codes to collect them in the McDonald’s app, where they can complete their set and win. When customers bank a property in app, they’re also given an additional chance to win through an extra in-app peel, keeping customers engaged in both the physical and app-based elements of the game.
The nation’s mindset has shifted and we are all finding new ways to work smart and unlock more value and joy in our daily lives. Customers loved McDonald’s MONOPOLY Double Peel in the last couple of years, so we are supercharging the experience further to give customers more joy and chances to win – seamlessly integrating the physical and digital experience into one exciting gameplay journey that is entertaining and empowering.
To launch the promotion, Leo Burnett UK created an integrated campaign that celebrates the feeling of power the new peel mechanic gives fans. Supporting the film, vibrant OOH showcases the promotion and social invites players to get involved. Media planning and buying is by OMD; with a restaurant and below-the-line campaign by Linney, and interactive email and push notifications created by Armadillo. PR agency Red Consultancy lead on the earned media and paid influencer content for the MONOPOLY campaign – generating excitement for the return of the MONOPOLY game and educating customers on new game plays.
Read the promotion’s industry coverage on Campaign.
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tms, McDonald’s, and the Minions from Despicable Me 4 work together to “help save the smiles”
tms, McDonald’s, and Universal have teamed up to help Gru and the Minions “help save the smiles” for the Despicable Me 4 Happy Meal. This action-packed promotion is running in 84 markets throughout the summer of 2024.
The campaign, which has garnered widespread social media attention and excitement, places the focus on the Happy Meal brand, making the Happy Meal box central to the story. tms used McDonald’s iconic brand imagery to creatively portray the Minions’ dilemma by depicting a smile being stolen off the Happy Meal box.
To include the user into the hunt to save the smiles, tms created a digital experience that allows players to become a secret agent to help Gru and his fellow Minions collect as many smiles as possible – simply input the three-digit code from the toy into the app or online to play!
tms’ Future Lab, our team dedicated to innovating sustainable solutions for McDonald’s toy and game design, sourced the Happy Meal Minion toys to be made from Mass Balance PP plastic, and customers can create their custom Superminion by mixing and matching their outfits. In some markets like the UK and France, a more sustainable “Aluminion” toy has been created out of Aluminum, consisting of a double-sided container that can be customized with stickers on either side and are filled with activity sheets.
This campaign is a step forward in our progression toward connecting Happy Meal with kid culture. Historically Happy Meal has always brought partners’ IP into our world to delight kids, this campaign represents the first time we’ve ever created our own Happy Meal narrative tied to a major motion picture.
In restaurants, customers have access to activity sheets where they receive activities like find the stolen smiles, a board game, or a wearable spy kit! There is also a limited-edition Despicable Me 4 book to support the Happy Meal Readers initiative.
Learn about previous Happy Meal campaigns tms has supported as lead agency, such as the PLAYMOBIL Wiltopia Happy Meal.
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Worlds collide as McDonald’s and tms launch exclusive Hello Kitty and Friends x Yu-Gi-Oh! collab
McDonald’s and tms launched an exciting new Happy Meal® promotion, featuring an exclusive collaboration between two of the most iconic Japanese franchises, Hello Kitty and Friends and Yu-Gi-Oh! The promotion runs globally between March and November 2024, starting on March 6 in the EU, May 8 in the UK, and on August 20 in the US.
tms managed a partnership between the two distinctive franchises to create unique Happy Meal® toys and in-app games which mix elements from both worlds to create an exclusive set of Hello Kitty and Friends x Yu-Gi-Oh! characters.
The Japanese art form of Anime has become a significant cultural phenomenon across the world thanks to its unique visual style, captivating storylines, and strong influence on popular culture including fashion, music, and entertainment. We’re excited to bring these two worlds together and hope they bring a lot of joy.
Sanrio is home to fan favorite Hello Kitty and Friends, founded on the philosophy that a small gift can bring happiness and friendship to people of all ages and hopes to bring smiles to everyone’s faces with their vision of “One World, Connecting Smiles.” The brand features iconic characters that are part of Japan’s kawaii culture, each embodying positivity and with their own distinct look and personality.
Meanwhile, Yu-Gi-Oh! is the brand best known for manga, television series, and the in-universe Trading Card Game, where players battle against fantastical creatures to win and become the King of Games. tms formed a partnership between Yu-Gi-Oh! And Hello Kitty and Friends, where worlds collide when Hello Kitty and Friends characters and the Yu-Gi-Oh! Universe come together for an action packed in-app game.
Through the promotion, McDonald’s wants to empower customers to remix culture and become the creators of their own unique experience. tms managed the in-app game activation, inviting kids to explore their imaginations by offering the chance to customize their favorite characters with awesome backgrounds and cool features. We also sourced and designed the packaging, toys, and other retail elements to make this mash-up vision come to life.
We want to put children in control of the things they love and create a space where they can contribute to culture. Together, Yu-Gi-Oh! and Hello Kitty and Friends can inspire everyone to get involved.
Learn more about our other campaign with McDonald’s inspired by Japanese artistry, WcDonald’s.
©2020 Studio Dice/SHUEISHA, TV TOKYO, KONAMI
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McDonald’s and tms brought back collectible cups for the nostalgic Collector’s Meal
We’re excited to have supported the launch of the Collector’s Meal, a special promotion honoring McDonald’s most beloved keepsakes and characters. This nostalgic campaign brought together a variety of iconic IPs, including McDonald’s classics like Grimace, as well as favorites like Shrek from Universal’s DreamWorks, Barbie by Mattel, and more!
Thanks to our brand partnerships team, we successfully onboarded six world-renowned IPs, making the Collector’s Meal a reality. This unique promotion tapped into cherished memories and celebrated the magic of McDonald’s history.
Sourced by tms, the collectible cups were made from Tritan or glass, depending on the participating market. With six different styles to collect, customers were enticed to return time and time again. In partnership with lead agency Wieden+Kennedy, tms supported the development of the Tritan cups and the design of the glass cups, with the IP illustrations created by artists across the globe.
While most promotions only run for lunch and dinner, the Collector’s Meal was available for breakfast! Customers could start their day off strong with a Sausage Egg McMuffin®, hash browns, and a small coffee, along with their coveted Collector’s Cup. For the rest of day, customers could choose from a 10 piece Chicken McNuggets® or a Big Mac®, accompanied by medium fries and a medium drink.
Slate, tms’ internal post-production team, created 3D models of all 12 Collector’s Cups and distributed them to partner agencies to use in their creative development.
We knew creating 3D models of all 12 McDonald’s Collector’s Cups would be a huge undertaking. It took a talented team to perfect all the lighting, transparencies, shadows, and highlights while making sure our render’s colors fit in seamlessly with the food photography. Achieving an amazing end result and seeing positive feedback from clients and customers across the globe is why we love this job.
Boxer Brand Design, tms’ embedded branding and packaging design agency, helped amplify the program with limited edition food packaging, including bags, cups, and even Burger and McNuggets® boxes.
© nanoblock
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HOT WHEEL™ and associated trademarks and trade dress are owned by, and used under license from, Mattel. ©2024 Mattel.
BARBIE™ and associated trademarks and trade dress are owned by, and used under license from, Mattel. ©2024 Mattel.
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Minions © Universal City Studios LLC. All Rights Reserved.
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Dreamworks Shrek © DreamWorks Animation LLC. All Rights Reserved.
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Fueling young minds with aspirational stories one Happy Meal® at a time
Opportunity
According to the National Literacy Trust, a UK-based charitable organization supported by McDonald’s, nearly 1 in 10 (9.7%) adolescents in 2022 who received free school meals did not have a book of their own at home. With this lack of accessibility to books for young students in mind, McDonald’s and tms set out to create “I Can Dream Big,” the latest iteration of the global Happy Meal® Readers program which builds off its original principles originating in 2001. The series consists of aspirational children’s books that encourage children to fall in love with reading with the help of fun and relatable storylines, accompanied by engaging new digital elements, activity sheets, and more.
A seminal partnership was formed between tms, McDonald’s, and the Little People Big, Dreams brand, growing the partnership from a brief book series to strategizing a compelling new global Happy Meal Readers program. McDonald’s and tms strategized the concept of “I Can,” an idea centered around empathy, putting an emphasis on relatable stories with inspirational figures while giving children easy access to read with every Happy Meal. Commencing in August of 2022, the books touch on a variety of interests and lessons, offered as a choice alongside the Happy Meal® toy.
The Happy Meal® Readers x Little People, Big Dreams partnership was thoughtfully designed with families in mind. Using the scale of the McDonald’s system, all partners came together to place books in the hands of children and families to make reading fun through moments of togetherness.
Approach
The Happy Meal Reader initiative is based on three major pillars: entertainment, empowerment, and democratization. These pillars guided us towards creating accessible books that educate, motivate, and empower readers, while also providing storylines that are eye-opening yet relatable.
Using qualitative and quantitative analysis in nine global markets, we selected engaging and confidence-boosting stories that teach important life lessons with engaging illustrations to keep little readers captivated. Through McDonald’s research, we found the most successful themes are animals, nature, and science. Other storylines range from athletics to social initiatives, including titles like “I Can Be a Sports Star,” “I Can Be a Champion of Change,” and “I Can Be a Talented Musician.” While these books are designed as condensed versions to fit within the Happy Meal packaging, full-versions of the books are available for purchase in retail book stores.
McDonald’s and tms also created digital activities and games which correspond with the Happy Readers series that can be accessed by scanning the QR Code on the Happy Meal Readers Book, extending the storylines and education beyond the books to increase engagement and make young readers feel as they are a part of the protagonist’s adventure!
Outcome
The readers have proven to be a global success, with 17 books published in 2022 and 41 diverse role models featured in over 100 countries. Since 2001, tms and McDonald’s have been passionate about making books accessible for children and have produced nearly 1 billion books as of 2023, making McDonald’s one of the largest children’s books distributors in the world. Through the “I Can Dream Big” Happy Meal Readers initiative since 2022, McDonald’s has successfully put over 50 million books into the hands of young readers.
Results
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Teaming up with The Smurfs for the summer of sport at McDonald’s Germany
McDonald’s Germany is celebrating the summer of sport with a new Happy Meal® promotion, created by tms Munich, which stars The Smurfs – and reminds kids that taking part is what counts. Running in Germany and Austria, the campaign launches on 25 July, a day before the start of the Summer 2024 Olympic Games in Paris.
The six-week promotion features an exclusive, highly covetable Smurf figurine included with every Happy Meal® sold in Germany and Austria. There are 16 sporty Smurf figurines in total, including Hefty, the exclusive Smurf only available in the McDonald’s app. Each Smurf is shown taking part in a different Olympic or Paralympic sport – there is even a breakdancing Smurf to mark the debut of breakdancing as an official sport at this year’s games.
Our Munich office is behind the McDonald’s Happy Meal® concept and strategy, as well as designing the toys and packaging, and negotiating the partnerships and licensing deal. This campaign holds special significance, as it marks the biggest Happy Meal® promotion to date to originate from our Munich branch.
tms Munich has pulled together many complex elements to make this Happy Meal® tie-up with The Smurfs happen. But what we love most about it is the simple, culturally relevant idea at its heart: a Happy Meal® promotion which reminds kids that taking part is what counts and inspires them to get out and have fun together doing sports.
The representation of abled and disabled athletes in this promotion is supported by the German Disabled Sports Association, and the figurines have been developed in a partnership with renowned German toy brand Schleich®. The Smurfs, who are known in German as “Die Schlümpfe”, are also proud ambassadors for the United Nations’ sustainable development goals.
Accordingly, tms Munich has put sustainability at the heart of this Happy Meal® campaign, from manufacturing the figurines in MBPP (mass balance polypropylen) to ensuring the designs are highly collectable and will be kept for years to come.
Georg Kitsios, Senior Account Director, tms Munich, said: “I’m lovin it – we just knew The Smurfs were the perfect theme for this McDonald’s Germany Happy Meal® promotion. The team at tms have had so much fun bringing it to life and we strongly believe that Happy Meal® fans will love it as much as we do.”
Read more about the campaign in industry publications, like Mediashotz.
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