My Monopoly app launch turns Westfield London into a giant monopoly game
To celebrate the launch of My Monopoly – the Monopoly game that allows players to personalise properties, tokens and more – visitors to Westfield Stratford shopping centre in West London this past weekend got the chance to experience Monopoly like never before.
Hasbro invited shoppers to take part in an experiential version of the world’s favourite board game as part of a campaign activated by OMD UK, and in partnership with Talon, Grand Visual and Ambient.
From 9.00 -18.00 on Saturday 9 August, the digital display at Four Dials became a giant interactive Monopoly game. Shoppers used their smartphones to select their favourite mover and upload a photo, before trying their luck at a totally unique version of the game.
Those selected to play saw their uploaded photo slot into their chosen My Monopoly mover and were invited to take their place on the ‘GO’ square in front of the interactive board, where a simple shake of their phone will set the dice tumbling.
Their personalised mover then charted their progress around the board.
For those not playing, anyone uploading a Monopoly inspired photo to Instagram using #MyMonopoly over the course of the day had the chance to appear on the big screen in-between gameplay. As well as all that, Mr Monopoly himself dropped by to meet fans.
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.”