Social and Influencer > Other Interactive Digital Solutions

MONOPOLY CITY STREETS

DDB UK, London / HASBRO / 2010

Awards:

Gold Cannes Lions
CampaignCampaign(opens in a new tab)
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Overview

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Overview

Translation

MONOPOLY’s brand essence is all about negotiation. Our brief was to amplify this brand value whilst also bringing to life MONOPOLY City, through an intense, rewarding and social experience.

We created 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 gameboard!Armed with $3 million in virtual cash, players purchase and construct MONOPOLY buildings on any street in the world. They earn rent and can increase the earning potential of their streets by adding schools, eco-friendly parks etc. Players can sabotage their opponents with chance cards by erecting prisons/sewage plants, negating all rent on a street and even demolishing buildings altogether.

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