To celebrate the launch of Monopoly Here & Now we created the biggest game of Monopoly ever played. The objective: to sell this and make Monopoly relevant to a new generation of younger consumers.We decided the best way for people to discover the updated game was to play it. We created a real-life interactive version on the streets of London with 18 taxis, fitted with GPS and liveried in Monopoly colours, as playing pieces.

For 28 days, the cabs’ movements were relayed to our website where hundreds of thousands of players competed to be the UK’s biggest property tycoon.

Promotion began with PR to generate interest in the boardgame. Simultaneously, we began low level seeding of the game directing consumers to a holding page, which resulted in 12,000 registrants by launch.

Advertising began on June 20th with homepage takeover of Yahoo! UK, terrestrial and satellite TV, and national radio campaign.It was at this time that consumer generated media started doing our job for us. Overall 300 websites of a reasonable size posted articles about Monopoly Live.Towards the end of the campaign BBC News 24 and BBC World picked up the story in their news rotation.