McDonald’s is running its Monopoly Double Peel promotion for a second year. Double Peel was introduced by McDonald’s and TMS for last year’s McDonald’s Monopoly game, extending the long-running prize promotion into the mobile app.
McDonald’s Monopoly returns to the UK for its 17th year today and will run in restaurants until 16 October. The game offers customers a chance to win prizes by peeling from selected McDonald’s items bought in-store. The peel reveals instant prizes and properties corresponding with the Monopoly board. Collecting a complete set of properties on the Monopoly board – such as the blues of Park Lane and Mayfair – offers the chance to win prizes such as £100,000 cash.
McDonald’s and TMS introduced Double Peel in 2022 to give customers an extra chance to enjoy the peel and this year they are repeating the offer. Research shows customers love the thrill of the peel, so doubling up with Double Peel allows customers to peel first on pack and then again in the app. They get double the playtime with the digital gameplay experience and double the fun with more ways to win in the app.
New for 2023, customers playing in the app can unlock a gameplay that gives them another chance to win. “Bank or Swap” lets customers who reveal a more frequently found property to either bank it in their digital wallet, or swap it for another more frequently found property – which could turn out to be the same one – or swap it for a £100K prize draw entry.
With ‘believability’ being a challenge and a crucial dimension to the campaign, Leo Burnett and OMD have created a huge, dynamic out of home activation to reassure people that players do actually win big prizes. It tallies up how many prizes have been won, including total prizes and specific prizes, using real-time data, to encourage more people to play the game.
TMS developed the Monopoly Double Peel campaign strategy, game mechanic, visual identity, packaging, digital gameplay and language, including the campaign strapline “Peel on pack then Peelin app.”
“McDonalds Monopoly returns for its 17th year on the trot, and the only people more excited than us are our customers,” said John McClure, Brand Manager at McDonald’s UK. “We have doubled down on our successful ‘Double Peel’ innovation that extends the game into digital spaces, but, as always, have evolved the game from last year to increase the fun even more with a rejuvenated prize pool and the all new ‘Bank or Swap’ feature.”