VML gets to claim a world-first. The agency has turned Macca’s Monopoly into a mobile game.
The promotion includes several game add-ons. The traditional peel n reveal mechanic goes digital to allow McDonald’s customers to scan in a new Chance Card from the packaging for another 1 in 5 chance to win instantly.
The home screen of the app also doubles as a virtual game board allowing players to scan and stash all of their property cards, and the player’s stash becomes a digital wallet for both major prizes and instant win food offers that you can swipe-to-redeem in restaurant at any McDonald’s across the country.
In the first, Tap to Play, gaming experience, game cards fly into the real-world (via the phone’s camera and augmented reality) before letting players choose a card to Tap for the chance to win instantly.
In the second, Spin to Win, game, players spin the card to uncover prizes.
In the third, Dice Roll, game, players try to roll the perfect combination that will land on an array of prizes across the virtual monopoly game board.
Aden Hepburn, managing director & executive creative director of VML Australia, commented, ‘’It’s such an incredible opportunity to take a McDonald’s favourite and create a mobile-first monopoly gaming experience. It demonstrates how progressive the business is and its focus on creating innovative and engaging digital experiences for its customers.’’
In the first 24 hours, the Monopoly Game at Macca’s app rocketed to #1 on the app store, making it one of the fastest growing branded apps in Australia to date, and generating over 200,000 winners already.
Mark Wheeler, director of digital, McDonald’s Australia, commented, ‘’We are continuing to engage our customers through digital and the Monopoly Game at Macca’s was the perfect opportunity to offer an enhanced game experience via mobile. We are so excited to offer our customers the opportunity to win even more prizes with the app and we hope they have fun playing with it.’’
VML Australia created the campaign and led its development, with specialist partners, TMS, Creata, DDB Track and Leo Burnett to deliver the end-to-end promotion for Monopoly at Macca’s in 2016.
The Monopoly at Macca’s app is available on iTunes and Android.