B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • AFL
  • WPP
  • B&T Women in Media
  • NRL
  • Anthony Albanese
  • Thinkerbell
  • Pinterest
  • State of Origin
  • imaa
  • ARN
  • Meta
  • AI
  • Spotlight on Sponsors
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: McDonald’s Launches World-First Mobile Experience via VML Australia
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Media > McDonald’s Launches World-First Mobile Experience via VML Australia
Media

McDonald’s Launches World-First Mobile Experience via VML Australia

Harry Orme 1
Published on: 9th September 2016 at 9:30 AM
Harry Orme 1
Share
3 Min Read
SHARE

McDonald’s Australia has launched a world-first mobile experience for its largest promotion, with the Monopoly Game at Macca’s app, transforming the entire promotion into a mobile gaming experience that converges the digital and physical worlds.

Building on the traditional ‘peel n reveal’ mechanic, customers can now also play digitally by simply scanning in a new Chance Card for another one in five chance to win instantly. The home screen of the app also doubles as a virtual game board allowing players to scan and stash all of their property cards. While the player’s ‘stash’ becomes a digital wallet for both major prizes and instant win food offers that you can swipe-to-redeem in restaurant at any McDonald’s across the country.

https://www.youtube.com/watch?v=5AprJpOSCiA
Mark Wheeler, Director of Digital, McDonald’s Australia, said: ‘’We are continuing to engage our customers through digital and the Monopoly Game at Macca’s was the perfect opportunity to offer an enhanced game experience via mobile. We are so excited to offer our customers the opportunity to win even more prizes with the app and we hope they have fun playing with it.’’

The first “Tap to Play” gaming experience sees game cards fly into the real-world via the phones camera and augmented reality before letting players choose a card to “Tap” for the chance to win instantly. The second “Spin to Win” game brings a more physical challenge to life where players spin the card in the hope of uncovering prizes. While the third “Dice Roll” game challenges players to roll that perfect combination to land on an array of fantastic prizes across the virtual monopoly game board.

Aden Hepburn, Managing Director & ECD, VML Australia, said: ‘’It’s such an incredible opportunity to take a McDonald’s favourite and create a mobile-first monopoly gaming experience. It demonstrates how progressive the business is and its focus on creating innovative and engaging digital experiences for its customers.’’

In the first 24 hours, the Monopoly Game at Macca’s app has rocketed to number one on the app store, making it one of the fastest growing branded apps in Australia to date, and generating over 200,000 winners already.

Going mobile for the first time, the campaign and mobile gaming experience was lead by VML Australia, activating the breadth of specialist partners including TMS, Creata, DDB Track and Leo Burnett to deliver the end-to-end promotion for Monopoly at Macca’s in 2016.

The Monopoly at Macca’s app is available on iTunes and Android.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: app name, Employer Branding
Share
By Harry Orme 1
I've been working in Public Relations for the past two years and have a proven track record of success across a number of industries. With a background in aviation, property, insurance, health, recruitment, government and education, I've worked with notable companies including Emirates, NRMA Insurance, Mortgage Choice, Randstad, Melanoma Institute Australia and Think Education among others.

Latest News

Parliament House, Canberra
Federal Government Reviews Creative Agency Roster, Replaces Panel With ‘More Secure’ Village Model
02/07/2025
Resolution Digital Reshapes Leadership Team
02/07/2025
Aon Kicks Off Major Global Creative & Media Shake-Up
02/07/2025
AI Adoption Is Surging In Australia But Does It Risk ‘Dehumanising’ Us?
02/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?