The Monopoly All is Fair Campaign Leans into Competition
Laura McQuarrie — October 4, 2023 — Marketing
References: adweek
The Monopoly All is Fair campaign wholeheartedly embraces the ruthlessly competitive spirit that its loyal fanbase has enthusiastically adopted, even when playing with friends and family members. This new campaign celebrates the essence of the competitive spirit and how it comes through even the youngest or most unexpected people.
In one ad, Monopoly depicts an eight-year-old landlord who's unafraid to evict her mother for due rent, raise the price of rent for her brother, give a late notice to a dog who is also a tenant and fire a maintenance guy in the game. In another, titled Grand Theft Nai Nai, a 75-year-old woman who embezzles money as a banker, boasting about how people trust her due to her age. These characters and their stories will resonate with all sorts of players, revive the game and ignite playful rivalries.
In one ad, Monopoly depicts an eight-year-old landlord who's unafraid to evict her mother for due rent, raise the price of rent for her brother, give a late notice to a dog who is also a tenant and fire a maintenance guy in the game. In another, titled Grand Theft Nai Nai, a 75-year-old woman who embezzles money as a banker, boasting about how people trust her due to her age. These characters and their stories will resonate with all sorts of players, revive the game and ignite playful rivalries.
Trend Themes
1. Celebrating Competitive Spirit - The Monopoly All is Fair campaign embraces and celebrates the ruthlessly competitive spirit of its fanbase.
2. Unconventional Game Characters - Monopoly introduces unconventional game characters, such as an eight-year-old landlord and a 75-year-old embezzler, to revitalize gameplay.
3. Igniting Playful Rivalries - The Monopoly All is Fair campaign aims to ignite playful rivalries among players, making the game more engaging and exciting.
Industry Implications
1. Board Games - The Monopoly All is Fair campaign showcases disruptive innovation opportunities in the board game industry through its celebration of competitive spirit and unconventional game characters.
2. Marketing and Advertising - The Monopoly All is Fair campaign presents innovative marketing and advertising strategies by leveraging unconventional game characters and igniting playful rivalries.
3. Toy and Entertainment - The Monopoly All is Fair campaign introduces disruptive innovation opportunities within the toy and entertainment industry by revitalizing gameplay and resonating with diverse players.
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