The partnership involves a Monopoly-style game that is integrated into McDonald’s products, which gives customers the chance to win prizes after purchasing products from the fast food store.
This year McDonald’s has introduced a game for its employees, which will run alongside the customer competition for the first time.
According to The Marketing Store, the agency that works with McDonald’s on the annual competition, the game has become increasingly digital in recent years. Last year 46% of the 17.3 million online entries were made via mobile.
In recognition of this, McDonald’s will be running a significant social media and digital push around the game, as well as upping the in-store promotion of the partnership.
Steve Howells, head of marketing at McDonald’s, pointed to some new brands that had come on board with prizes for this years’ competition.
He said: "With customers able to win prizes by collecting Golden Chances Monopoly property sets, instant win prizes and millions of online chances to win cash, as well as the Mr Monopoly Moustache selfie campaign we want to give fans of the game a chance to really participate in it.
"Every year participation in the game grows and we continue to look for partners who can offer us prizes that really excite our customers.
"I’m delighted to be offering prizes from brands such as easyJet Holidays, Samsung and boohoo.com alongside instant win cash and food prizes," he added.
The competition launched this week and will run for six weeks.