McDonald's UK: MONOPOLY Special Edition
Open the game- Brand
- McDonald's
- Year
- 2025
- Objective
- Sales
- Industry
- Food & drink
Objective
McDonald's UK aimed to drive app downloads and restaurant footfall by reviving its annual Monopoly promotion as an 'ultimate collaboration' between the classic board game and McDonaldland characters. The campaign introduced a gamified digital experience on the mobile app while positioning the promotion to Gen Z audiences through branded partnerships and exclusive menu items.
Solution
An interactive 3D Monopoly gameboard was embedded in the McDonald's mobile app, where players press a 'Go' button to move their token across the board, which has 30 possible outcomes and delivers a guaranteed 1-in-4 instant prize probability. The promotion included a new Monopoly-themed menu: the Loaded Caramel McFlurry, The Breakfast Wrap, and custom McCafé hot cups. The campaign featured a brand crossover with Mr. Monopoly collaborating with McDonaldland characters (Grimace, Birdie, and Hamburgral). Real-world activations included a giant red hotel installation at King's Cross Station and prize giveaways in Manchester, Birmingham, and Cardiff throughout the campaign period (September 10–October 21, 2025).
Results
The campaign offered over £2 million in cash prizes and merchandise including LG TVs, JBL speakers, travel packages via Jet2 Holidays, and exclusive McDonald's branded merchandise. No specific engagement metrics or performance results were published.
