Monopoly: Save Your Token
America votes: Which token goes to jail?
The situation:
If you are among the more than ONE BILLION people who have bought streets, and “constructed” houses or hotels, while wheeling and dealing your way to bragging rights as the real-estate mogul of your family, which token is your go-to talisman for the journey around the MONOPOLY board? The car, Scottie dog, thimble, top hat? Or maybe the wheelbarrow, boot, battleship, or iron? Depending on your preference, you may soon need to pick a different lucky piece. On February 6, 2013, one of these iconic tokens will be locked up for good and permanently replaced. But, now is your chance to help save your fave.
MONOPOLY has become the most popular board game in the world with over 275 million games sold worldwide. It’s currently available in over 111 countries, in 43 different languages. More than a billion people have played the game since it was introduced in 1935 and its popularity shows no signs of slowing down.
But, with almost 80 years under its board game belt, the folks at Hasbro Gaming felt it was time for a change and they focused on the MONOPOLY player tokens – eliminate one and introduce another.
“The tokens that are in the game today represent household items from the 1930s when the game was first introduced,” says Ryan Mugford, senior director of global brand strategy and marketing of Hasbro Gaming.
“We decided to introduce a token to the game that represents today’s Monopoly players and knew we had to involve our fans in the process. We thought the best way to do that would be to have a worldwide vote.”
Idea and execution:
To reach its legions of fans and have them actively involved in deciding the fate of one of the game’s iconic pieces as well as influencing its newest addition, the company took to social media with the campaign and launched a dedicated MONOPOLY’s Save Your Token Facebook page last week.
The interactive page allows fans to vote daily from now through February 5 for the token they want to save. Fans can also vote for the new proposed token – robot, ring, cat, helicopter, guitar – they would like to see added permanently to the game. The new token will be announced February 6, 2013 and MONOPOLY games including it will arrive in stores in mid to late 2013.
Data and results:
• 444.8 M impressions
• 1.1 M total engagements
• 82 K clicks to ‘buy now’
• Saw substantial sales increase globally
More media below:
http://creativity-online.com/work/hasbro-monopoly-save-your-token/30357
http://investor.hasbro.com/releasedetail.cfm?releaseid=738439
http://www.cnbc.com/2017/01/10/will-the-shoe-get-the-boot-board-game-fans-to-vote-on-monopoly-tokens.html
http://www.usatoday.com/story/life/2013/02/06/new-monopoly-game-token/1895275/
http://www.womenyoushouldknow.net/help-save-your-favorite-monopoly-token-from-a-life-in-jail/
