McDonald’s has launched its annual Monopoly promotion for the 16th year, and this year, for the first time, it can be played in the McDonald’s app as well as on pack, in what McDonald’s is calling a ‘Double Peel’ game.

The game transforms customers’ phones into a Monopoly gameboard, allowing them to collect their properties digitally. Players can still peel the label on their promotional food item for a potential instant win, but now they can also scan a property code to complete sets and win in the app or at http://mcdcollect.co.uk. No longer limited to a one-off game, players can progress with every peel, and every property banked in the Monopoly Wallet offers players another chance to win via the Digital Peel.

The Digital Peel offers four possible winning outcomes: the Property Peel adds properties to the player’s collection. The Prize Draws Peel offers another chance to win. The Cash Peel offers cash prizes between £5 and £100. And the Community Chest Peel offers instant win prizes such as McDonald’s merchandise and items from the men. Additionally, new and existing customers who are signed up to the My McDonald’s Rewards loyalty program will also receive a free code via email to play.

The McDonald’s Monopoly Double Peel campaign strategy, game mechanic, visual identity, packaging, digital gameplay and language, including the campaign strapline ‘Peel on pack, then Peel in app’, was developed by The Marketing Store (TMS). As peeling is at the heart of the gameplay, the packaging features peeling devices to tempt, tease and inspire consumers to get peeling. TMS also created a suite of peel assets that are being used in other media channels.

McDonald’s Monopoly Double Peel is supported by an above-the-line campaign developed by Leo Burnett, with media planning and buying by OMD; experiential OOH activation from Leo Burnett, Red and Tommy; and emails and push notifications created by CRM agency, Armadillo. The campaign will run in UK restaurants until 18 October.

“By extending our popular Monopoly promotion at McDonald’s into a more immersive app experience, we’ve not only given customers additional ways to play, we’ve also built a wider, longer-term engagement in the game over the 6-week period – along with more ways to win. Doubling the fun for everyone,” said Emma O’Neill, Senior Brand Manager at McDonald’s.