A photo of the Four Dials screen during gameplay for the My Monopoly digital experiential marketing event at Westfield Stratford

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.

The Le Grand Kick screen at the top of the Grand Hotel during the Cannes Lions Festival of Creativity

Forget winning Lions the real challenge this year at Cannes was to score a “pen” on Le Grand Kick. Tapping into “World Cup” fever, Grand Visual and Clear Channel collaborated to test the “tekkers” of the world’s advertising community on the Croisette at Cannes Lions Festival in June.

Using our Agent methodology for pioneering mobile interactive DOOH technology, we designed and built Le Grand Kick to allow “players” to use their smartphones to take part in the virtual “penalty kicks” contest.

The user had to supply name, agency and World Cup team preference before stepping up. A simple swipe action on the phone controlled the ball on the screen in real-time. The keeper, of course, had a mind of his own. Scorers (and failures) featured on a dynamically updated scoreboard on digital sites inside the Palais and on outdoor sites around the Cannes festival.

The huge screen was 16.8 meters wide by 4.8 meters high (the equivalent of two double decker buses) and it’s positioning 12 storeys up on the top of the Grand Hotel meant it was visible around the bay through the day and particularly at night.

The Love Content Awards celebrate the very best in creative campaign work for the Digital Out Of Home advertising industry. Grand Visual dominated the awards, winning 3 out of 6 categories at the special lunch held at The Hospital Club, London on October 3rd.

Windows Phone ‘Everyday Celebrities’ won Best Campaign, for its interactive execution which enticed passers-by to personalise their very own Window’s Phone Start Screen before broadcasting their creations to screens nationwide. The Sun won Best Use of the Medium for its tactical ‘Second Sight’ campaign promoting daily headlines to commuter audiences during the morning rush hour.

Finally, ‘Drag Him Away’ for the National Centre for Domestic Violence, won the Mobile Interactivity accolade for its hard hitting, mobile-controlled Euston Motion execution. The 5-screen interactive billboard creative featured an abusive domestic situation and enabled onlookers to control the scene by using their handset to drag the man away from the woman and onto adjacent billboards.

Technological innovation was at the heart of all three campaigns. Second Sight and Everyday Celebrities were both delivered by OpenLoop, the campaign management dashboard for running live, dynamic cross network Digital Out of Home campaigns. Drag Him Away for the NCDV was powered by Agent, a platform also developed by Grand Visual to allow interaction between mobile devices and Digital Out of Home Screens.

Also among the winners were McDonalds ‘We All Make the Games’, CBS Outdoor’s ‘Commuter Kitchen’ and Eye’s ‘Don’t Come Home to an Empty Fridge’ campaign for Tesco. All the winning work demonstrated the enormous potential for making DOOH more relevant, responsive and participatory than ever before.