Posted by: Tribal DDB | Date added: Mon 24 May 2010
Groundbreaking Monopoly City Streets campaign utilises Google products -
Tribal DDB London has been selected by Google to present the 2009 Monopoly City Streets (MCS) campaign, created for client Hasbro, at this years’ Google I/O Development Conference in San Francisco, which launched today.
The conference features development teams from across the globe who have gathered to exchange ideas, showcase projects and discover what is next in the world of web, mobile and enterprise applications.
Lead technologist on the MCS project, Paul James, and head of technology Matthew Oxley will represent the agency. Along with the showcasing the project itself, they will demonstrate the story behind the three month global campaign.
Millions of marketing campaigns go live relying on a Google product, but not every campaign is honoured with an invitation to display its own adaptation of Google products. Tribal DDB’s Monopoly City Streets features Google Maps API, the Google Earth Plug In and Google Sketch Up.
Within the Monopoly City Streets game Google Maps is used to turn the globe into a giant 3D board game: every street is up for grabs. Tribal DDB started campaign momentum by creating a competition for Monopoly fans to design their own Monopoly cities using Google Sketch Up. The community then voted for the top three designs, which were then added to the game. The game then went live.
Armed with $3 million in virtual Monopoly money, players competed to buy the most lucrative addresses, build their own cities over real streets, collect and earn rent, negotiate and make deals and avoid vicious sabotage from the other players.
As a result, the agency created the biggest online game of Monopoly ever. The highly successful campaign ended on 9 December 2009 and the website was closed. Tribal DDB is due to set up working versions of the project.
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