Westfield brings Monopoly to life

To celebrate the launch of their customisable game My Monopoly, Hasbro took over the Four Dials digital screen at Westfield Stratford with a live interactive game. 

Shoppers were given the chance to play the interactive version of 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.

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