Hasbro: MERKY Monopoly

Building brand love with Stormzy’s own personalised monopoly

Objective: Build a relationship with one of Monopoly’s most well-known fans – Stormzy

Strategy: Gift Stormzy with a one-off, money-can’t-buy gift, to build brand love and advocacy

Solution: With Stormzy regularly posting about his love (and lighthearted frustration!) with Monopoly, Hasbro worked closely with his team to create the latest innovation of the popular game: Merky edition. The board had touch points to key career highlights, with personalised Chance and Community Chest cards encouraging players to collect money in famous Monopoly fashion for Stormzy’s most well-known achievements, from headlining Glastonbury, to winning a Mobo.

Results: 1 x chuffed Stormzy who posted to his 3.3m Instagram followers, 2 x broadcast shout outs on BBC Radio 1 and Capital Xtra, 10 pieces of coverage, and a solid start to a new talent relationship