Role: Associate Creative Director
With game sales down across the board, Monopoly took a risk and allowed their fans to change their product forever. In this global campaign, Facebook fans were allowed to send one token to jail and vote a new token into the classic game. The campaign included an app on Facebook and a series of videos, and it was one of the first Social Media campaigns proven to directly effect not only global sales, but the company's stock price. The thimble was axed, the cat was voted in, and over 500 publications from John Stewart to The Buffalo News had something to say about it.