No, a riot didn’t break out, or crime take place — the “arrests” were part of an August 9th digital experiential marketing event to launch Hasbro’s new My Monopoly board game.
Throughout the day, the Four Dials area of Westfield Stratford was transformed into a giant interactive Monopoly game. Using their smartphones, shoppers could could choose their favourite movers to participate in a giant digital version of the game that was displayed above them on the large Exterion Media screen.
Players would upload a photo to personalise their movers and, standing on the “Go” square, shake their phones to simulate the shaking of the dice. The movers would then track their progress around the virtual Monopoly board. Gameplay was spiced up by a few live surprises — for example, unlucky players who landed on “Go to Jail” were arrested and locked up in a cell by two Monopoly policeman.
Fans not able to attend the event were also able to engage with the brand — throughout the day, Monopoly-inspired photos on Instagram tagged with the hashtag #MyMonopoly would appear on the giant screen in between gameplay.
Martin Rowe, Monopoly brand manager, said: “My Monopoly puts the player at the heart of the game. So, to celebrate its launch, we wanted to create a completely unique experience that gives fans the chance to step inside the world of Monopoly.”
Media was planned and booked by OMD UK, and Talon. Digital production was by Grand Visual, with smartphone interactivity enabled by the company’s Agent solution. Experiential was managed by Ambient.