Everybody loves the game Monopoly. Most of us played it as a kid, but lately the only time you really hear about the game is when McDonald’s has it’s annual contest. In an effort to get the game back in the news and get fans reengaged, Hasbro has launched a campaign to refresh one of the iconic game pieces. From the Facebook app:
In an unlucky roll of the dice, every Monopoly token has landed in jail. One will be locked up forever and replaced with a new piece. Luckily, you’ll have the chance to vote to save your favorite token every day. Don’t skip your turn!
Here’s what it looks like:
Why I’m Curious
I’m always interested in ways that brands find ways to reinvent themselves and leverage those reinventions to garner social buzz. This campaign combines a strong paid and earned media campaign with a highly shareable experience – people are sometimes pretty passionate about their Monopoly game piece. The experience has people talking and will ultimately have a real effect on the product.