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Hasbro brings Monopoly to life with an interactive game at Westfield Stratford

To celebrate the launch of their customisable game My Monopoly, Hasbro took advantage of Westfield’s unique quality as a 'platform for fame' with a live interactive game on Westfield Stratford’s Four Dials digital screen. 

Shoppers were given the chance to play the game by using their smartphones to select their favourite token and upload a photo. Players were then selected, with the lucky few seeing their photo and token appear on the big screen. Shaking their phone to roll a digital set of dice, the players were able to try their luck and start the game.

As the shoppers played and their tokens progressed around the digital board, live surprises were waiting for the unsuspecting shoppers, including policemen ready to take people to jail if they landed on the 'Go to jail' square. Cameras were on hand throughout the day to capture shoppers playing the interactive game using their mobile, and record their reactions to the surprises.

The promotional campaign was activated by OMD UK, in partnership with Exterion Media, Talon, Grand Visual and Ambient.