Trick. Treat. Win!
Caught between the post-summer rush and pre-holiday excitement, October has typically been a time of slowed guest counts and sales at McDonald’s. We saw that as an opportunity. Our goal: create an engaging experience that would draw customers back, boost sales, and build brand love.
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We put a fresh spin on the standard sweepstakes, launching a playful Halloween campaign designed to break up the routine and bring people in. The result was Trick. Treat. Win!—a bold, month-long promotion that combined a timely Halloween theme with daily instant-win chances to surprise and delight guests. And for the first time ever, customers could choose the prizes they won, turning October month-long spooktacular of tricks, treats and delicious wins.
Spooky Packaging
That Wins
To launch the spooky season, we brought scary-good fun to McDonald’s packaging, using bold Halloween designs to highlight prizes, QR code entry points, and all the chances to win. The packaging played a key role in showcasing how easy it was to play and win, thanks to new scannable QR code technology integrated into the McDonald’s app.
Festive Lights, Big Thrills
To celebrate the promotion in true Halloween style, we transformed Chicago’s flagship store into a festive spooktacular experience. Featuring a captivating light show, haunted décor, and highlights of top prizes, the immersive celebration created buzz and gave customers a memorable way to connect with the promotion.
Scare.
Scan. Win!
For the first time, we gave McDonald’s customers more ways to win by letting them scan their peels directly into the McDonald’s Mobile App. This digital promotion offered instant prizes, collectible tokens for spooky rewards, and daily drawings for even bigger prizes. With so many opportunities to play, customers stayed engaged throughout the entire month.
The Results
1.3
Billion Sweepstakes Entries
4.1
Million App Downloads
Awards
W3
Silver in Game of App, and Contests & Promotions