Best Practice from OMD UK
For Monopoly’s 70th anniversary we needed to find a way to reconnect with the consumer.
We needed to sell thousands of units of the new, updated ‘Monopoly Here & Now’ right from launch in June, six months out of season, without promotional support.
This big moment in Monopoly’s life needed some big thinking.
Bespoke research with our “Family Games Panel” yielded an insight that was to drive our unique approach. When consumers played Monopoly again, it re-ignited their love for the game and they got excited about it.
Added to this, there was huge interest within how the classic board locations had been updated.
Everyone has their favourites and the new locations sparked great excitement and debate.
So, to really generate excitement about Monopoly we did two things – got people tasting the gameplay again, and brought the new locations on the board to life.
We created an enormous, live game of Monopoly, using the real streets of London as the playing board and real London taxis as the game movers.
This idea completely broke the mould of toys and games advertising, usually confined to straightforward TV product advertising.
The idea revolutionised the use of taxi media, taking it to a completely new level. It encouraged people in their thousands to play their way into a voyage of discovery about the new Monopoly.
We created an online game of Monopoly where players signed up, chose a selection of property, placed their houses, chose a taxi to act as their mover, then hit Go!
Eighteen real London taxis were fitted with GPS devices, fully liveried, and acted as the game movers. This took media to the heart of the communication, using taxis in a completely innovative and unique way.
As the taxis went about their normal daily business they passed the locations featured on the board, and this fed back to the online game through GPS. Players made money as other taxis “landed on” their property, and lost it as their own taxi hit property owned by other players.
They were playing the game live and for real, constantly paying attention to the new board locations.
Each player’s individual game lasted 24 hours, with the whole campaign running for a month. High-impact TV, radio and online activity drove people to get playing from launch week. Prizes rewarded top earners each week and for the whole competition.
As they repeatedly played, consumers discovered more about the game and new locations on the board.
The game got huge numbers of people involved with Monopoly. Over 190,000 people played the game.100,000 of these opted in for future contact from Hasbro, a hugely valuable database now being used for further games communications.
The game generated over £2m worth of PR, more than five times the cost of the campaign.
And Monopoly sold fantastically well. Units flew off the shelves right from launch, selling in volumes akin to Christmas weeks.
Monopoly Here & Now was number one ‘family game’ every month from June launch, and claimed the end of year top spot, despite only a six month sales window.
Total brand sales rose 30 per ent year on year, from being flat in 2004. Monopoly Here & Now was named “Game of the year 2005” by the Toy Retailers Association.
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