To engage Spaniards, we put them in charge of the new board. We encouraged competition calling a raffle over its 22 spaces: there would be a voting microsite to decide what places will appear on it. From big cities like Madrid or Barcelona, to small villages like Pedroso, all of them would have the same opportunities to become a space in Monopoly’s board!

As we had the non-despicable challenge of a small budget, we would need to be very smart. We based our strategy in three premises:

• Contextualizing the Brand in moments and situations that allow us a higher impact through earned media.

• Obtaining the highest geographic coverage, maintaining the granularity at the same time to reach each and every one of the inhabitants of those small villages and big cities.

• Connecting with such a diverse target, activating the pride of belonging to obtain a massive response.

We put together an activation featuring a net of touchpoints which spread like roots.

We placed Mr. Monopoly in a real-life board building a stand at Fitur, the biggest Tourism Exhibition in Spain, in which the main regions promote themselves.

We chose the perfect ambassador: Roberto Leal, host and creator of ‘España Directo’, a TV format travelling around the towns of Spain and showing their everyday life.

Roberto Leal opened the voting with a vote for his home town, broadcasting it in a Facebook Live event on Monopoly Spain’s social profile.

Then, we activated the rest of triggers:

A PR action focused in carefully selected regional media that would ignite the flame of local pride.

A semantic Search campaign in whose keywords list appeared each and every Spanish location, with a call to action heading to the voting site.

And a geographically micro-segmented strategy in owned and paid social media.

The campaign turned into a true social phenomenon. News on TV began to talk about ‘the war of towns’ to appear in the new Monopoly board. Everybody engaged; the smallest villages above all, where the neighbors created WhatsApp groups to organize and vote or set their clock alarms to vote massively in the middle of the night, when the traffic to the votation site was lower.

The two smallest towns, with no more than 200 inhabitants altogether, collected 4 million votes.

We got 17 million votes in the microsite, almost a half of the Spanish population! Voting microsite received 21 million of visits. We multiplied x142 our initial objective of 120.000 votes.

We caused so much media noise in local media (706 news published) and such a wave of digital content and those published in Mr. Monopoly’s owned media (127.340 people reached organically), that we grabbed the attention of main national media. Which covered the new giving us a huge visibility through earned media: we reached 250 million impacts!

We appeared in all general-interest press and in the main news segment on TV, in prime time. Obtaining a value box of more than 2 million euros in just 2 months… with an investment of less than 50k euros!