In 2023, tms successfully launched McDonald’s Canada’s yearly Monopoly promotion into the restaurant’s digital app for the first time, asking customers to play like they never had before, to “Peel on Pack then Peel in App” with record-breaking results.
In 2024, McDonald’s Canada tasked tms to do it again… but even better!
We set out to break our own records, creating sales lift, driving more overall McDonald’s app integration and higher digital engagement rates – including increasing app registrations, app transactions, and overall gameplay in the app.
We brought 2024 Monopoly at McDonald’s Canada to life by bringing back the mechanic that McDonald’s fans flocked to in 2023, Double Play! We drew them in with game peels on packaging that they then scanned into the app to claim prizes and received digital Double Play game peels for additional opportunities to play and win!
Our easy-to-use experience inside the McDonald’s app was punctuated with fun Monopoly icons and cash. The color scheme, influenced by the game’s property tiles, highlighted both our many prizes and our winners. For the Double Play peel experience we designed a peel animation that digitally mimicked the classic tactile experience our guests get when they peel their original game pieces off our signature Monopoly packaging.
We also upped our overall game by introducing a whole new reason to play in the app, the chance to win a Cash Prize Every Minute! Along with this new play opportunity, we included an attractive prize pool of cash, tech, experiences, and items desired by our mixed-generation audience, with a focus on digital items for the growing number of Gen-Z players.
We learned that our new style of gameplay wasn’t a fluke! Customers came back for a second year to play in droves, drawn in by the app, the desirable prizes in our prize pools, and additional opportunities to play for more prizes.
Key Results
• The Monopoly promotional period had McDonald’s highest number of new app registrants for all of 2024.
• Digital user purchase spend during Monopoly were at an all-time record high
• Monopoly Double Play game registrations increased 6% over its inaugural year
• The total number of game codes entered into the app increased 11%
