Between You and Me, There's PR

Exploring, learning and using social media, public relations and marketing.

Monopoly’s Lucky Roll April 5, 2014

My family is not allowed to play Monopoly together. With a blended family comes blended family Monopoly rules. A few of my immediate family’s rules include:

  • All money from taxes and fees goes in the middle. If you land on Free Parking, you take it all for yourself.
  • $500 goes in the middle at all times for free parking.
  • You can buy houses instantly; no need to collect all same colored properties before purchasing houses.
  • If you land on go, you collect $250 instead of $200.

If you’ve ever played Monopoly, you know that these rules are totally made up and designed to make the game go more quickly. On March 25, 2014, Monopoly launched a really engaging campaign on Facebook asking fans to post their house rules. According to Monopoly, 68% of Americans do not read the instructions.

The campaign that utilized video and graphic images lasted March 25-April 3. There was no third-party application used and no prize; people simply wanted to tell their story. The engagement for the house rule campaign posts were insanely high in comparison to their previous posts; including those posted as mix-ins during the campaign, like this one that had five shares:

monopoly baseball
Alternatively, when Monopoly posted the new official house rules, it was shared 1,287 times:

monopolyvideo

This is a great example of a well executed campaign and the brain behind it deserves big kudos for the brand engagement it drove. The most amazing part to me is that there was no prize offered. It proves how iconic this game is and how a simple board game can unite or divide a house hold. They sold nothing to consumers, yet the board game rose to the top of consumers’ mind awareness.

In comparison to their stunt last year, in which consumers were asked to vote on what Monopoly piece to retire and add, this most recent campaign allowed more engagement and brand awareness; or, maybe I’m just bitter because I’m not a cat fan.

Overall, I think this was a great campaign for this iconic brand.

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