Monopoly formerly had a presence as a Global page only, meaning that the content that was pushed out on the page was US-centric. Drum were challenged with localising the page to the UK, helping to grow their local fanbase, champion their role in popular culture and keep the strong Monopoly audience actively engaged throughout the year.
Our approach in accomplishing this was to show the world through the “lens of Monopoly”, tapping into four key content pillars: focusing on memories, twists, plays and hijacks, all created in the form of text, image and short video posts which were to devise engagement amongst the existing Monopoly fan base on Facebook.
Drum’s video content is the most successful Monopoly has ever run, while a video promoting a board giveaway racked up 1.1 million impressions and nearly 76,000 total minutes viewing. Best of all, it resulted in Smyths selling out of the promotional boards nationwide in one hour.
Michael Ballantyne, Ben Jewkes, Lee Pitman