Campaign Information
Brief
MONOPOLY’s brand essence is all about negotiation. Those players that are best at negotiation, are best at MONOPOLY. So, our brief was to amplify this brand value whilst also bringing to life Hasbro’s latest release, MONOPOLY City, through an intense, rewarding and social experience for Monopoly players.
Solution
We created the biggest online game of MONOPOLY ever. A global online campaign that takes the game into the real world with a live worldwide game of MONOPOLY, using Google Maps to turn the globe into one giant game board!
First, we started momentum in the campaign by creating a competition for MONOPOLY fans to design their own MONOPOLY building using Google SketchUp to be included in the game. The community then voted for the top 3 designs which were included in the game. The game then went live and, armed with $3 million in virtual cash players purchase and construct MONOPOLY buildings on any street in the world. They earn rent from their properties and can increase the earning potential of their streets by adding schools, eco-friendly parks and much more. With Chance Cards, players can sabotage their opponents by erecting prisons or sewage plants, negating all rent on a street, and even demolish buildings altogether. The campaign ended on 9th December with overwhelming results.
Results
* It now ranks in the top 20 biggest online games in the US by UVs
* Over 17 million visits to date
* 1.4 million active registered players
* Over 5 million unique visitors to date
* 15 billion dynamic page impressions per month
* 70% of visitors spent 10+ minutes per visit, 50% spent half an hour or more
* zero media spend
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