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Case Studies


Monopoly ‘Here and Now’ World Edition PR campaign

Monopoly ‘Here and Now’ World Edition PR campaign

Best practice from Brazen PR


- Monopoly is manufactured by Hasbro and is the world’s No1 board game worth over half a billion dollars (US).  Although a US company, the Hasbro Monopoly brand team is based at the toy giant’s London office
- Brazen is Hasbro’s retained Consumer PR consultancy responsible for global strategy and UK execution
- In 2008 Brazen was asked to devise a Global Consumer PR launch strategy for the ‘Here & Now’ World Edition 
- The World Edition board would be created via a real-time Monopoly voting website available in 37 languages, which ran from 22 January to 26 February 2008 attracting over 5 million votes.  The 22 cities with the highest number of nominations after a month of voting would make up the final global board in order of popularity

PR Objectives

- Capture the imagination of the global games market with a Monopoly game launch strategy that would touch every consumer and transcend international borders using the UK as lead market
- Deliver a global consumer PR strategy with key stages including planning and media training, leading to an August 08 board launch, driven by Brazen and the UK brand team to be executed simultaneously within international markets and make international headlines
- Articulate Monopoly brand strategy – ‘plan globally implement locally’
- Make the board a 2008 best seller in all markets


- Brazen was the main hub for international PR responsible for briefing all the markets and their PR agents
- GMT was chosen as the international time reference
- Brazen crafted a 2-step strategy:

Announce the results – 20 August 2008 – GMT 00.01

- Keep the result under wraps until the international shipping date and release simultaneously to all markets via media relations
- Brazen prepared all necessary press materials including releases, background docs etc.. which were then translated for local market syndication
- Brazen to ensure all international spokespeople were media trained to ensure consistent global messaging

Officially launch the board – 27 August 2008 – GMT 14.00

-  Create and execute an event of global significance to shout about the new board - one that has stand alone media appeal that can be executed simultaneously around the world
-   Brazen coined 27 August 2008 as World Wide Wednesday, the highlight of which would be a Guinness World Record for the largest simultaneous game of Monopoly.


1. Announce the results

- Brazen advised keeping the last week of voting in January 08 a mystery so the final result was secret
- Brazen set up a Facebook fan page to keep fans updated on progress and keep them engaged in the lead up to the board launch
- Embargoed press materials and pre-recorded B-Roll footage was made available on the Brazen central ftp site and translated into 39 languages
- In addition, Brazen worked with Hasbro’s US in-house production company to prepare a media training DVD for the markets with key messages and notes on interview techniques
- Celebrity fans and patriots of the board were sent early copies and encouraged to come forward for photocalls
- The placement details were released on the 20th August 2008 at 00.01 local time


- Print – 168 National print features
- TV – Over 40 national TV features
- The activity generated 1.5 million web references regarding the vote 
- Visits to were up 873% after the first 2 weeks of vote
- Blanket coverage rolled in across the world beginning with New Zealand as media awoke to the placement of the 22 cities
- Highlights include Good Morning America (USA) and Chris Moyles, Radio One (UK)
- Celebrity fans who took part in media activity included Celine Dion (Montreal), Rachel Hunter (Aukland) and Suzanne Shaw (London)
- Coverage was hindered somewhat by the tragic Madrid air crash on the 20th August

2. Officially launch the board game

- In association with Guinness World Records, Brazen set out strict guidelines to the markets including template releases, approach letters to third parties to get involved (again translated into 39 languages) and encouraged markets to participate in World-Wide Wednesday, the pinnacle of which was a global attempt to set a new world record for the most number of people playing MONOPOLY simultaneously with London’s Covent Garden as the hub and official residence of Guinness World Records
- Live streaming of events in Las Vegas, London and Tokyo was available online at
- The attempt took place between 14.00-15.00 GMT


- 27 organised events took place in 21 countries
- The UK led by example with an event for over 3000 people in Covent Garden, London
- Live streaming was organised on the internet to view world record attempts in London, Tokyo and Las Vegas with over 1000 subscribers
- National coverage was achieved in all markets that took part in the attempt
- A new world record was set and verified by Guinness World Records – the official count in association with Guinness was 2782 people although it is estimated that 12,000 people took part in organised Monopoly events on World-Wide Wednesday
- World Wide Wednesday featured in the 2010 Guinness World Records Annual


- Monopoly Here and Now World Edition dominated the international news agenda throughout 2008, receiving over 1 billion media impressions, saturating media in markets familiar with the brand 
- Brazen generated over £3 million worth coverage and reached in excess of 512m people during the campaign in the UK alone
- Hasbro received over five million votes via
- The Monopoly Facebook page has over 232,000 fans and is now being used to talk about brand developments.  In June 2009, the MONOPOLY fan page was named as one of the top 40 pages on Facebook by Buzz Marketing
- Pre-orders for the new edition exceeded 2008 targets in all markets
- Monopoly Here & Now : The World was the best selling board game for 2008 in the UK, USA, Australia, France and Germany
- A further print run of the game was undertaken and the game has been kept on the game portfolio for the whole of 2009 including Q4 (busy Christmas period)
- The ‘two-punch’ launch strategy ensured that maximum exposure was achieved in those markets whose media agenda was affected by the Madrid plane crash on August 20  
- Monopoly Here & Now: The World Edition has remained among the top 20 most downloaded apps on the i-phone since its launch in August 2008

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