McDonald’s Surprize Fries promotion returns to Australia and New Zealand via tms, Akcelo + DDB

McDonald’s Surprize Fries is returning to Australia and New Zealand with more surprises than ever before. The ever-popular activation is enabled through the transformational technology of iWin, the proprietary game engine designed and managed by global marketing agency tms.

McDonald’s created the campaign in partnership with tms, and other partner agencies including Akcelo, which created the front-end digital experience in the app; DDB handling creative communications; and Creata, delivering the prize pool and ticket printing. Digitas is the CRM agency in Australia, while Track manages CRM for New Zealand, and Mango is the PR agency. OMD handles media planning and buying.

Launching this week, the promotion will feature an improved 1 in 3 chance to win free food, merchandise, gift cards from their favourite brands, and cash.

The famous peel returns from last year with each order of fries, which either reveals an instant prize or a code that can be scanned in the McDonald’s app for gamified reveals, resulting in a prize or an entry to a weekly prize sweepstakes.

This year, players in Australia get a doubly exciting, gamified experience each week during the month-long promotion, McDonald’s will unveil a new Surprize Prize featuring exciting “money can’t buy” experiences to delight customers and celebrate McDonald’s fries – the unsung hero of every McDonald’s meal.

Says Mary Vrancic, Senior Marketing Director for McDonald’s Australia: “We know value is more important than ever with our customers. This year, Surprize Fries introduces extra anticipation, with millions of prizes to win, as well as a surprising new experience each week. Make sure you visit Macca’s and purchase a Medium or Large Fries for your chance to win!”

The new experience is delivered seamlessly using tms’s iWin proprietary game engine technology, which delivers secure and scalable engaging customer experiences.

Says Stuart Nyman, Digital Client Engagement Lead at tms: We’re constantly seeking new and innovative ways to surprise and delight our customers through our promotions. This year, our digital experience takes it to the next level, offering something fresh and exciting for McDonald’s fans.”

Surprize Fries will run across Australia and New Zealand until April 1st.

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