Monopoly: Birmingham Edition
Monopoly: Birmingham Edition
MONOPOLY first hit shelves in 1935 with the Racecar, Thimble, Boot, Top Hat, and Battleship among the original set of MONOPOLY tokens while the Scottie Dog and Wheelbarrow were added in the early 1950s. Although the brand has evolved over the past 89 years, the gameplay and iconography of the classic MONOPOLY game has remained unchanged, making it a timeless classic sure to be enjoyed by future generations. Today, MONOPOLY is the world’s favorite family game brand and is enjoyed by more than one billion players in 114 countries across the globe.
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Case Study: MONOPOLY: Birmingham Edition
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Strategy: The successful launch of MONOPOLY: Birmingham Edition was executed through a carefully crafted, two-phase strategy designed to maximize impact and engagement within the Birmingham community. Phase I began with a dynamic press conference in partnership with Mayor Woodfin to announce the game, featuring media coordination, press releases, engaging content, and a "Mr. Monopoly" mascot to enhance visibility. This phase established the game as a significant local event, generating anticipation and interest. In Phase II, the focus shifted to supporting Top Trumps USA in securing board partners and unveiling the game at a high-profile event at Vulcan Park. This included extensive media outreach, interview coordination, targeted invitations, and captivating behind-the-scenes content with the "Mr. Monopoly" mascot, ensuring maximum visibility and excitement for the game's official launch.
Results: The KC Projects team, in collaboration with Top Trumps USA, achieved remarkable success in generating buzz and excitement for MONOPOLY: Birmingham Edition. Over two impactful press conferences and a six-month campaign, the initiative landed four prominent television interviews, reached over 3.3 million individuals across digital platforms, and achieved a press value of $154,125. The campaign fostered local pride and excitement, positioning MONOPOLY: Birmingham Edition as a cherished collectible that celebrates Birmingham’s unique identity.