Creativity

Hasbro: Monopoly City Streets

Monopoly gets a bigger board starting today, with Hasbro's launch of Monopoly City Streets, a four-month long global online campaign that takes the game into the real world via a range of Google platforms.

Published on Sep 09, 2009

Editor's Pick

Hasbro worked with Tribal DDB London and Google to bring its concept into the real world with Monopoly City Streets, an online game that expands game play to any street in the world.

Armed with a $3million in virtual cash, players can purchase and construct 3D buildings on any street in the world via Google Maps and then get a bird's eye view of their empire through Google Earth. They earn money each day through rent collected from properties owned each day they log on. Players can increase the earning potential of their properties by adding structures like schools or eco-friendly wind farms.

With Chance cards, players can sabotage their opponents by erecting hazards like prisons or sewage plants on competitors' streets or knocking down their properties altogether. As mini-magnates make more bucks, they can level up and develop with bigger and better properties. Anyone who reaches billionaire level will qualify for the Monopoly World Championships.

City Streets is part of Hasbro's marketing push for its new Monopoly City Edition board game. The online game soft launches today, with the official kick off will in October. It will run for four months, ending in January of 2010.

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About

Credits

Date
Sep 09, 2009
Agency:
Tribal DDB London
Client:
Hasbro

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