McDonald's U.K. has just unveiled a new campaign for the 18th iteration of the chain's Monopoly game.
Led by advertising agency Leo Burnett U.K., the campaign launched on September 4, with Monopoly now coming with a new "Power Peel" feature that amps up the game's satisfying peeling factor.
Global marketing agency tms helmed the initiative, deciding on the game mechanics, digital gameplay, packaging, and visual identity.
The promo aims to entice customers to go for big wins, with a set of immersive experiences.
New digital peel initiative Mayfair Monday will have one lucky customer instantly win £20,000 in cash every Monday of the campaign's run.
tms International Marketing Strategy Lead John Viccars explained the campaign's aims in a statement, highlighting its appeal to the nation's new mindset of working smart and getting more value.
"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 more chances to win," he continued.
Taking place in real life and in-app, players can peel physical stickers and redeem codes on the app to win prizes.
The app also lets customers claim a Mr. Monopoly Bonus Reward after entering 30 Property Codes, awarding them 1,500 MyMcDonald's Rewards points.
An exciting new prize pool of over 70 million prizes lies in store, with offerings from Jet2Holidays and Currys that could give winners holiday spends worth £2,000 and brand-new Hisense TVs.
Customers can also win Monopoly-themed goodies, such as train credits and free parking.
The McDonald's Monopoly game is a major promotional marketing strategy that gives the brand a significant boost each year.
By utilizing the same tactics with a few enhancements, brands can quickly drum up hype for their products and services by offering customers prizes, bonuses, and cashbacks.
At the Tips of Your Fingers
Leo Burnett U.K. headed the integrated campaign, which includes two spots directed by Josh Cohen.
While the main spot focuses on the game and its prizes, another introduces the return of McDonald's Philly Cheese Stack.
After scrumptious visuals of the burger, the narrator asks, "What could be better?" And the answer is playing the Monopoly game with the Philly Cheese Stack.
The commercial ends with the Monopoly Power Peel visuals.
The hero spot opens with a man giving his Monopoly pack a satisfying peel, uncovering a neon pink light that magically grants him a McDonald's meal.
Another woman harnesses the same power, transforming a toy car into a Mini Cooper.
Meanwhile, a third customer opens up a portal that leads to the grand prize of £100,000 in cash.
The spot ends with a shot of magical fuschia energies flying into the sky, encouraging viewers to take a shot at the game.
McDonald's is currently celebrating its 50th birthday in the U.K. with a bang.
As part of its birthday campaign, the fast-food giant also brought the fan-favorite Grimace shake into the country for the first time.
Editing by Katherine 'Makkie' Maclang
