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Giving Your Fans Brand Ownership

How do you take a dormant community of nearly 10 million Facebook fans and wake them up to become your biggest marketing channel?

In 2013, Monopoly looked to shake up their marketing, and create a global campaign to change their game FOREVER with the Save You Token social voting campaign, where one token would be removed from the game forever, and ultimately be replaced with a new token!

How did it happen? With a key consumer insight and an edgy idea, Monopoly put the future of the brand in the fans' hands. The result? A bigger, highly-invested community, social brand partners, a increase in sales, and an updated game that will never be the same!

Additional Supporting Materials

Questions

  1. How do you take a dormant community of nearly 10 million Facebook fans and wake them up to become your biggest marketing channel?
  2. How can your biggest fans spread your marketing message while owning your brand's image and product development?
  3. How can your brand collaborate and borrow equity from other brands in the social space?
  4. How can a highly-engaged community and innovative marketing lead to earned media? And, how can that earned media continue that cycle and increase more engagement?
  5. How do you create a long-lasting impression by capturing an iconic moment in time?

Speakers

Organizer

Victor Lee, Vice President Digital Brand Marketing, Hasbro


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