Macca’s trialling ticket-free Monopoly in Australia
McDonald’s is trialling a ticketless iteration of its popular peel-and-win Monopoly game in parts of Australia.
In a world-first trial that “aims to introduce the power and possibility of digital tickets”, all Monopoly items will be digitally ticketed in Western Australia and Tasmania.
The ticketless gameplay uses iWin, the proprietary game engine designed and managed by global marketing agency tms.
Customers will receive digital tickets when they purchase eligible items and share their MyMacca’s Rewards code, either instore or through the MyMacca’s app.
According to McDonald’s, “digital tickets will appear instantly in a player’s ‘stash’, within a brand-new stadium- inspired game world and enhanced UI experience created by Akcelo. The mobile game features a roaring arena complete with live digital billboards displaying prize winners from around the country.
“Replacing the iconic peel, players will enjoy exciting, gaming-inspired digital ticket reveals – allowing players to seamlessly collect properties, unlock Chance cards and redeem prizes in app. Three new immersive 3D minigames await, including a motorcar stadium race and a skydive into a pool full of prizes.”
Stu Nyman, digital client engagement lead, McDonald’s International at tms, said: “Evolving the beloved, iconic game peel experience is no easy task. Our ambition is to always evolve with customers’ habits and expectations.
“Pushing the limits of technology, we have developed an experience for customers which retains the seamlessness and simplicity that they have come to expect, while bringing the joy and excitement of Monopoly to the next level.”
The campaign will run until October 22.
Keep up to date with the latest in media and marketing
Got a tip?
Nathan Jolly is the Features Editor at Mumbrella. He joined the team in July, 2023.
Linkedin
Have your say