Monopoly is possibly the most well-known board game in the world. Sold in 111 countries Monopoly has an enormous fan base with over 11.5 million Facebook followers. Hasbro designed My Monopoly, a new version of the game that gives players the opportunity to personalise their board. The challenge for the My Monopoly launch was to design a campaign that would excite existing Monopoly fanatics, and introduce new fans by emphasising the opportunity for personalisation.

Monopoly is about family - it's a game played by all ages and has been bringing families together across the table for 79 years! In designing My Monopoly Hasbro sought to engage the modern, tech-savvy game player. My Monopoly is reliant on people using technology to personalise their board, so we knew our target customer would have a degree of technical understanding and were likely to own a smart device. Our objective was to launch My Monopoly at scale, emphasising the personalisation element yet remaining true to the Monopoly brand that represents family fun.

To deliver our event we needed an environment where families would be together, in proximity to a high-impact DOOH screen that we could use to its full capability. The Four Dials screen at Westfield Stratford was the perfect place to activate our Monopolisation. The digital 6 sheets throughout Westfield were utilised to drive footfall to our event. We created a completely unique version of My Monopoly - played on the DOOH screen, but controlled by a mobile phone. People registered to play the game by uploading their photo to the mobile-optimised website MyMonopolyLive.com.

Success was not only visible by the hordes of crowds buzzing around the screen, but also by the analytics on the day. On the day we integrated 27 images submitted by participants and bystanders via Twitter and Instagram into the on-screen content between gameplay. Additional earned media was generated by the live audience on both Twitter and Facebook talking about the event.