100,000 Londoners Sign Up to Play

Published on .

Brand: Monopoly
Brand Owner: Hasbro
Category: Entertainment
Region: United Kingdom
Date: June-July 2005
Media Agency: OMD
Other Agencies: DDB London, Tribal DDB, Brazen PR
Media channels: Out of home, events and Internet
Media Owner: Clear Channel, Taxi Media, The Sun

Monopoly is a hardy annual among board games, giving consumers the chance to play at being a property tycoon in the comfort of their own home.

Monopoly is celebrating its 70th birthday with a real-time game playable by thousands all over the U.K.

A media first
To celebrate the game's 70th birthday, Hasbro created a rather smart media first, a real-time game of Monopoly that was played live by thousands of people all over the U.K.

"Monopoly Live" was a promotional tool for a special edition of the board game, revamped to reflect the locations and prices of the London of today. The game, which was promoted via TV, radio and online advertising, worked by allowing consumers to register online to be allocated one of 18 real London taxis as their playing piece.

The cab would be tracked in real time by GPS and players would have to pay rent every time they passed a property owned by another player. Players could earn money when another player passed their properties.

24-hour games
Each game lasted 24 hours and “Monopoly Live” ran for a month from June 20. Players were given 15 million Euros to spend and could purchase properties either online or via SMS. A tie-in with iThe Sun provided extra daily bonuses while the game's Chance and Community Chest bonuses were sent by SMS. There were daily and weekly prizes and the overall winner would get their rent or mortgage paid for a year. To drive sales there was also a link to the Toys 'R' Us Web site. Hasbro also gained valuable customer data from the registrations.

In the first week of activity 100,000 people logged on to take a ride around London.
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Cream is a U.K.-based magazine owned by C Squared Communications aimed at highlighting the best in creative media worldwide. All media ideas are part of C Squared’s Creative Media Database.

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