The fast food chain has launched its Monopoly Prize Choice game.
The nationwide game runs for six weeks, which started from 16th March, and offers customers the chance to win over 55 million prizes.
To take part, consumers must purchase an item from McDonalds, which will feature a unique 10-digit code on its packaging, which can then be entered via a dedicated microsite. This year, consumers will also be able to choose between prizes.
The Marketing Store, the company behind the campaign, arrived at the concept through consumer research, which revealed that the experience economy is on the rise.
The campaign covers OOH, packaging, in-store, social, online and community management, as well as a TV ad concept by Leo Burnett London.
Steve Howells, head of marketing at McDonald’s, said: “For the 11th year of McDonald’s Monopoly, we wanted to re-invigorate the promotion and make it bigger and better than ever before. With choice at every level of the prize pool, we are empowering our customers by giving them a say in every win; from choosing their holiday destination all the way through to choosing between a Cheeseburger and a McFlurry.”