Peel Back to Give Back

In 2019, I participated in a competitive summer internship challenge at McDonald's, where two teams were tasked with conceptualizing the 2020 iteration of the iconic McDonald's Monopoly promotion. Within my team, I led multiple critical components including UI design for the mobile experience, packaging development, creative ideation, visual aesthetics, and copywriting.

Our winning concept, titled "Peel Back to Give Back," successfully preserved the beloved peel-game mechanic that customers associate with McDonald's Monopoly while introducing a meaningful philanthropic dimension. We strategically incorporated charitable donations as instant-win prizes, offering contribution opportunities ranging from $1 to $100 increments. The streamlined customer experience followed an intuitive three-step process: Peel, Play, Give—allowing customers to engage with the promotion while simultaneously participating in meaningful social impact.

This innovative approach was designed to accomplish multiple strategic objectives: enhancing McDonald's brand perception through social responsibility, increasing customer traffic, driving sales growth, and accelerating adoption of the McDonald's global mobile app. By seamlessly integrating gaming excitement with purpose-driven giving, our proposal created a distinctive promotion that resonated with both customers and corporate stakeholders.

The comprehensive strategy and thoughtful execution of our "Peel Back to Give Back" concept ultimately secured our team's victory in the competition, establishing a new direction for one of McDonald's most recognized promotional campaigns.