Monopoly Enlist The Help Of Fans Worldwide To Reimagine Its Iconic ‘Community Chest’ Cards
It’s been all hands on deck for the PrettyGreen team this week as we announced a historic shakeup for the world’s most famous boardgame, Monopoly.
For the first time in its 85-year history Monopoly is updating its ‘Community Chest’ cards to reflect a more contemporary meaning of ‘community’.
Goodbye ‘Second Prize in a Beauty Contest’ and ‘Get Out of Jail Free’, as fans worldwide are being invited to vote on a new set of cards like, ‘Shop Local’, ‘Rescue A Puppy’ or ‘Helping Your Neighbours’.
The most popular cards will make their way into a new version of the game, launching this Autumn.
With the news set to break in the US as part of the wider global PR strategy, the release was embargoed until 5pm GMT on Thursday 18th March. This meant we had to apply a tactical approach to selling in the story and engaging key consumer affairs and lifestyle writers in the lead-up to the announcement – ensuring we were allowing enough time for print write-ups to be filed for Friday and online stories teed up for the news breaking on a global scale that evening.
Within 24 hours of distributing the announcement going live, we secured 37 pieces of coverage with highlights including a detailed print feature in the Daily Mirror – which was referenced live on Radio 4’s The Today Programme –a piece in the Independent Online, and the news even sparking a live discussion on ITV’s this Morning.
The news rolled into the weekend with additional pieces generated in the Daily Express, Mail Online, Telegraph and LAD Bible to name a few,reaching a total of 355,873,422 people through editorial coverage generated around the announcement to-date.
Have your say by visiting MonopolyCommunityChest.com