Trick. Treat. Win! at McDonald’s
Packaging / Digital / Promotion
WINNING: W3 Awards - Silver (2x) / Smarties - Silver (6x)
Not only were we tasked with developing an all-new promotion with brand-new mechanics to replace McDonald’s most-beloved game (Monopoly), we had to do it short-handed and behind schedule. So the few of us donned the costumes of many to get this out on time and within budget. Creative director, copywriter, digital producer, project manager, legal counsel—you name it, I probably did it at some point during this project (just like I did four years prior).
Trick. Treat. Win! gave customers the classic chance to win instantly with a peel, and added the ability to bank “Entry Tokens” (read: sweepstakes entries) that they could then use for chances to win different prizes every day.
Customers had a monstrous appetite for our game when it was all said and done, downloading the McDonald’s App more than 5 million times, propelling it to the #2 spot in the App Store, and setting a new record for most promo registrations in McDonald’s history.
The Work
A rundown of the scary-good success that resulted from Trick. Treat. Win!
A brief look at the game through the McDonald’s App. Writing the entirety of this game encompassed 15+ different copy decks, of which there are 60+ revised versions.
Here’s how someone might experience the game.
A gallery in the game would heavily tease upcoming prizes. I wrote 20+ of these pun-laden things.
They say the devil’s in the details. I tend to agree, considering I also wrote 75+ of these between the daily sweepstakes and individual prize descriptions.
The 21oz cup did much of the heavy lifting in- and out-of-restaurant for our game and prize partners.
As did the Large Fry cartons.
And other game-piece-carrying packages.
*Mr. Show voice* Bags, Bags, Bags! Two sets of ‘em. Almost like billboards you could carry.
And just because you can never have too many puns, I decided to infuse the introduction to our style guide with a few more.