McDonald’s UK has launched its ‘Festive Wins’ campaign with agency partner tms, which invites customers to tap to play and win magical giveaways through the McDonald’s app every day this November.
‘Festive Wins’ goes live on 1st November and will run throughout the month across the UK. The McDonald’s app will be transformed into an uplifting, interactive experience filled with festive fun, revealing feel-good food offers and over a million prizes available to win.
Leaning into the season’s generous spirit, McDonald’s wanted to deliver much needed joy for their customers, as the cost-of-living crisis continues to bite and the nation cuts back. The ‘Festive Wins’ promotional campaign offers 30 chances to get offers and prizes each day.
During the week, players all receive a guaranteed food offer, from 99p Big Macs to 20% off when they spend £15. At weekends there is the chance to instantly win exclusive merch like McDonald’s socks and festive jumpers, and cash giveaways of £1,000, £10 and £5, as well as cinema tickets. No food prizes will be awarded at weekends.
tms, the global company uniting technology, marketing and sourcing to drive transformational change for the world’s leading brands, developed the in-app digital experience and gaming mechanic to bring ‘Festive Wins’ to life for McDonald’s UK customers.
The visual identity, developed by tms, enhances the campaign’s celebratory feel. Festive-themed illustrations and animation sequences bring a burst of excitement to the app.
Kat Howcroft, Digital – Digital & Media at McDonald’s commented: “I am delighted that Christmas has come early for McDonald’s customers with our brilliant new promotion ‘Festive Wins’. I am so proud to see this campaign come to life, a digital first for McDonald’s UK, with 30 days of discounted food, prizes and very merry merchandise in our app serving as a festive treat for millions of our customers.
Gemma Downing, Account Director, Delivery at tms added: ‘Festive Wins’ cleverly leans into the spirit of the festive season through a fun, interactive and magical In-App experience. As customers look to the brands they love for generosity, McDonald’s is bringing it for an entire month in this unique 30-day celebration.”
McDonald’s ‘Festive Wins’ is supported by an above-the-line campaign developed by Leo Burnett, media planning by OMD, in-restaurant comms by Linney and eCRM Strategy by Armadillo. PR and owned and paid social executed by Oliver.
Rules of play for ‘Festive Wins’:
- Customers can play every day of the promotion, but only once per day.
- Customers need to engage with that day’s reveal in the app.
- On weekdays, they will reveal a guaranteed food offer.
- Food offers will expire at midnight on the day they are awarded.
- Food offers are put directly into the Offers and Rewards section in the customers app.
- Weekend prizes are instantly awarded when playing.
- Customers can enter on both days across each weekend.
- Winners can come back and complete their prize claim throughout the whole promotion.
Prize pool
Digital (Chili movie rental, Cinema tickets, Prezzee gift cards, Photobox, 30% off Handmade Christmas Co.)
Merch: Festive gloves, socks and jumpers
Cash prizes (£5, £10 and £1,000 prizes)
CREDITS
- Executive Creative Director Stephen Bushe
- Senior Designer Daniel Fitzpatrick
- Art Director Anna O’Callaghan
- Copywriter Masha Shukkore
- Business Director Steph Storey
- Account Director: Gemma Downing
- Senior Account Manager Kristen Lane
- Head of Strategy John Viccars, McDonald’s International Strategy Lead
Source: tms
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