McDonald's Monopoly 2023

Levelling up the mobile experience and setting up a scalable component library for the UK’s most successful prize program.

McDonald’s and TMS (The Marketing Store) introduced Double Peel in 2022 and this year they repeated the offer.

TMS developed 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’.

I worked collaboratively with the UX Designer, the Marketing Department and the external CRM Agency. The aim was to create and build a wider-reaching, longer-term, more immersive brand and digital experience so that consumers could continue playing and winning beyond the physical peel.