Interactive My Monopoly campaign takes home Opal Award

My Monopoly, the interactive campaign that ran at Westfield Stratford, has received an Opal Award for Brand Immersion at this year's awards. The campaign, which was run by Exterion Media in partnership with Talon, Grand Visual, Ambient and OMD UK, aimed to celebrate the launch of Hasbro’s customisable game My Monopoly by bringing it to life for shoppers. This is the second year running that Exterion has been recognised at the British Council of Shopping Centres (BCSC) annual Opal Awards, with the innovative Rizzle Kicks NFC campaign taking home first place in the Media category last year.

Back in August last year, visitors to the Westfield shopping centre were given the chance to play an interactive version of the famous board game. By using their smartphones to select their favourite token and upload a photo, the chosen players were able to shake their phone to roll a digital set of dice 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, recording their reactions to the surprises in a video that has been watched and shared by more than 2.5 million people.

The judging panel in the Media category commented:
“Brilliant use of outdoor media, experiential and theatre to create an engaging experience that will travel into social media and therefore reach a massive audience. One of the best I’ve seen.”