HASBRO

MONOPOLY SOCIAL LAUNCH

All is fair 

We had the goal of transforming Monopoly from the nostalgic & familiar property trading game to a modern & relevant world that people can’t stop talking about.

Identifying TikTok as the most important platform for Monopoly to be on in order to gain share amount the older Gen Z and millennial audiences, we turned the Monopoly social tone on its head by bringing fans into a playful world of opulence and villainy. And plenty of ruthless, brutal and cut-throat quips.

People want permission to be their worst selves when playing Monopoly. Let’s give them examples to live out the dual life.

Alter Ego series - Monopoly-themed personas based on 'All is Fair' gaming strategies. These personas will serve as alter egos, revealing the side that comes to life when the Monopoly game begins. But, it’s also important for us to see the other side of each persona.

Results

Launching in November 2023 there was huge success immediately. 500,000 clicks on Amazon Store in 5 days solely based of the traffic driven by the campaign.

In total from launch to date, this campaign targeted 22.5M+ followers and generated 43M+ views, 128K+ engagements, and 4.9K+ total saves and shares.