Building Relevance for Monopoly with Young Audiences

Monopoly tasked Movers+Shakers to help update the brand from its capitalistic roots to one that is culturally relevant and reflects millennials’ current experiences and mindsets.

Over 1,400 people used our original Monopoly song to organically create their own branded UGC content!

  • 100M Total views

  • 922K Engagements

  • 1,400 sound uses

BRAND CHALLENGE

Monopoly was no longer culturally significant and tasked Movers+Shakers to help them rebrand their image appeal to Millennial and Gen Z audiences. 

A "relevancy recession" is affecting Monopoly as more and more players are growing averse with the themes of wealth, fortune, ownership, and status that the game reflects.

CREATIVE SOLUTION

We positioned Monopoly as a self-aware game in order to increase its relevance with the target audience. The campaign reflected the realities of its players and gave everyone the opportunity to feel a little bit rich, even just for a two-hour game.

We activated a handful of influencers to show the ruthless person they become while playing Monopoly, feeding into the illusion of wealth and power.

Leveraging our MR. MONOPOLY song with @blvktmptn, each video comprised of two parts: the “me” before playing Monopoly, and the “me” while playing Monopoly.

We got silly, we got weird, and above all else, we got self-aware and people loved it! The campaign garnered over 100M total views and 922K engagements. Additionally, over 1,400 people used our original Monopoly song to authentically create their own branded UGC content, without even being prompted to! Audiences couldn't get enough of this iconic game.

FAN REACTIONs

#meplayingmonopoly videos

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