Macca’s jumps on Pokemon Go bandwagon, delivers Monopoly in augmented reality

McDonald’s has digitised the Monopoly game, shifting its largest promotion into an augmented reality gaming experience led by VML Australia.

It is the first time an Australian marketer has jumped into the augmented reality space since the phenomenon of Pokemon Go.

Available on the Macca’s app, the game was developed with specialist partners TMS, Creata, DDB Track and Leo Burnett, and features a virtual board which lets customers scan property and Chance cards they receive at McDonald’s and store them in the game.

By ‘stashing’ these cards, player’s can create a digital wallet with personal prizes and food offers that can be redeemed at any time by swiping at any McDonald’s restaurant in Australia.

Mark Wheeler, director of digital, McDonald’s Australia, said: “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.”

Available via iTunes and Android the game offers three main experiences: ‘tap to play’, ‘spin to win’, and ‘dice roll’, all of which offer prizes and instant wins.

The ‘tap to play’ experience boasts an augmented reality feature, showing game cards in the physical world via your phone’s camera.

Aden Hepburn, managing director and ECD, VML Australia, said: “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.’’


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