tms launches ‘Winning Sips’ campaign at McDonald's
We're bringing millions of feel-good prizes to McDonald's UK customers with the purchase of every medium or large soft drink through ‘Winning Sips’ a new campaign delivering deals and fun from March 29 to April 25, with prize claims running until May 9.
Briefed to create a campaign that would deliver both generosity and enjoyment given current cost-of-living crisis, tms leveraged McDonald's value framework and created an integrated campaign full of feel-good moments across various physical and digital touchpoints, from food and drink packaging to in-store and in-app communications. Customers peel back the game piece to play and reveal one of a few options: instant cash prizes (between £5-£100); instant food prizes; or gameplay via the McDonald’s app, offering even more chances to win. All customers who don’t win will be entered into a wrap up draw to win one of 10 x £10,000 cash prizes.
Our team worked cross-fuctionally, utilizing our technology, marketing and sourcing expertise to execute creative concepts, in-app experiences, and packaging and merchandise. Alongside tms, Leo Burnett supported 'Winning Sips' with a feel-good 30” film for TV as well as OOH, radio, press and social elements. OMD managed media planning and buying, Linney ran the restaurant and below-the-line campaign, and Oliver and Ready 10 coordinated PR and influencer involvement. Armadillo handled emails and push notifications.
“McDonald’s wanted to provide customers with some light hearted fun, and reward them with something extra when they visit us, and what better way of doing that than ‘Winning Sips’. We look forward to launching four weeks of sipping, slurping and a chance to win," said John McClure, Brand Manager at McDonald’s
John Viccars, International Marketing Strategy Lead at tms added: “‘Winning Sips’ cleverly utilises the iconic McDonald’s cup as a promotional vehicle, and through playful sips and slurps, we’ve inspired an integrated campaign that plays on McDonald’s equity, in a time when customers are looking for familiarity and brands they can depend on, during the cost-of-living crisis.”
"With times so tough right now, we needed to find a way to make the brand's generosity shine through and engage our consumers. Our campaign mechanic dials up that generosity by dramatizing the thirst-quenching rush of 'first sips' through in-app 'virtual' sips to win millions of feel-good prizes. It's a fun playful in-app experience, all made possible by the collaboration of our technology, marketing and sourcing experts at tms,'" commented Stephen Bushe, Executive Creative Director, McDonald's International at tms.
If you're in the UK, head to McDonald's to start sippin'!
The 'Winning Sips' campaign has been featured in: