The activation, which forms part of a campaign activated by media agency OMD UK, in partnership with Talon, Grand Visual and Ambient, was executed to celebrate the launch of My Monopoly - the Monopoly game that allows players to personalise aspects such as properties and tokens.
Between 9am and 6pm, a digital display at the shopping centre’s Four Dials area was transformed into 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 then placed on the ‘GO’ square in front of the interactive board. In order to take their go, users shook their phone to simulate a digital version of shaking the dice.
Personalised movers then charted their progress around the board, and a few ‘live’ surprises occurred during game play, including users being sent to jail by two policemen if they landed on the corresponding square.
Online fans were also able to interact with the brand as part of the activation by uploading a Monopoly-inspired photo on Instagram using the hashtag #MyMonopoly throughout the day, giving them the chance to appear on the giant screen in between gameplay.
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."
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