MONOPOLY Special Edition
View the case- Brand
- McDonald's
- Year
- 2025
- Objective
- Sales
- Industry
- Food & Drink
- Mechanic
- Simulation & Strategy
- Platform
- App
- Agency
- Tms
- With
- Leo UK
- With
- OMD
- With
- Linney
- With
- TMW Unlimited
Objective
McDonald's UK wanted to keep autumn footfall and promo-menu sales moving while finally moving its long-running Monopoly sticker mechanic from paper into the McDonald's app, growing MyMcDonald's Rewards sign-ups and activity in the process. The 2025 run was built to court a younger crowd, pairing the promo with drop-culture merch, a McDonaldland-x-Mr-Monopoly mashup, and — for the first time — breakfast items and a limited McFlurry flavour tied in.
Solution
Buy a participating item, peel the sticker off the packaging, and type or scan its code into the McDonald's app. That single scan banks the property in your digital collection and hands you a free extra roll on a 3D Monopoly board inside the app. Tap Go and watch your piece move around the board like the tabletop game, landing on one of 30-plus outcomes — a property, Chance, Community Chest with loyalty points, or a cash prize for passing Go. You can spin the board with your finger, see which properties you've already collected light up, preview a prize before claiming it, and collect any win straight in the app. Outside the board, the same codes also feed three familiar win paths: an instant-win check on each sticker, a full coloured set, and entry into a separate prize draw.
Results
The promo ran nationwide across all UK McDonald's restaurants for six weeks, 10 September to 21 October 2025. It offered a 1-in-4 chance of an instant win and put up a prize pool of more than £2 million in cash, including 3 top prizes of £100,000 and 60 prizes of £5,000.
- 1
Players buy a participating McDonald's item — fries, drinks, Chicken Selects, McFlurry, or new-for-2025 items like Breakfast Wrap and McCafé hot drinks — and peel a game sticker off the packaging to reveal either an instant food win or a Monopoly property card tied to a colour set.
- 2
Players open the McDonald's app, sign into MyMcDonald's Rewards, and enter the property code from the sticker, up to 24 codes per day.
- 3
Entered properties are added to a digital collection screen that tracks which cards a player holds and which are still missing from each colour set.
- 4
Each code entered also earns a free digital roll: players tap Go on a 3D Monopoly board and a token moves around the board's spaces.
- 5
Landing on a property space adds that card to the collection, while Chance, Community Chest, and Go spaces award separate prizes — cash, merchandise, a Gold Card, reward points, or a flat £200 for passing Go.
- 6
Players can rotate the 3D board with a finger to inspect spaces and preview which prizes they are closest to completing.
- 7
Completing a full colour set of two to four properties unlocks that set's grand prize, ranging from food and merchandise to electronics, travel packages, attraction passes, and cash prizes up to £100,000.
- 8
Prizes are claimed in-app for food and points, or via an online form for larger non-food prizes, with a submission deadline after the promotion ends.
