Revamping McDonald’s annual Monopoly game, the "Power Peel" campaign combined physical sticker peeling with app-based digital engagement.
Client:
McDonald's
Role:
Lead Digital Designer
Skills:
Email, Web Design, CRM, Design Sysyem, UX/UI
Timeline:
Q3 2024 - Q4 2024
Team:
Bec Ashton, Jake Hinds, Will Barns
McDonald's sought to revitalize its annual Monopoly game by introducing a fresh, interactive element that would captivate customers and boost sales during the promotional period. The objective was to merge the tactile enjoyment of peeling stickers with digital engagement, offering participants increased chances to win a variety of prizes. To support the launch of the refreshed Monopoly Power Peel game, McDonald’s aimed to drive participation and boost sales through a targeted CRM email strategy. I created design system which was utilise to design a series of responsive, visually engaging emails that aligned with the bold campaign visuals and encouraged users to engage with both the physical and digital game elements.
Key strategies included personalized content, behavioral segmentation, and timely sends aligned with key campaign phases. The emails seamlessly integrated with in-app messaging to create a unified promotional experience. The campaign successfully increased customer engagement, supported higher participation rates, and reinforced brand loyalty through strategic, well-executed digital communication.
