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27 June 2006

Monopoly Live, um ARG bacana

Case Monopoly Live, shortlist do Titanium e ouro em Media Lions:

Para comemorar os 70 anos do jogo de tabuleiro Monopoly, aqui conhecido como Banco Imobiliário, a Hasbro estava lançando uma versão comemorativa, revista e atualizada. E a Tribal DDB de Londres teve uma idéia interessante para gerar envolvimento e curiosidade sobre este lançamento.
Criou um ARG (alternate reality game), jogo virtual que usa elementos da vida real.

Transformou as ruas de Londres em um grande tabuleiro e 18 táxis equipados com GPS transformaram-se nas pecinhas. Através da Internet os jogadores podiam jogar este “massive online game”. Compravam seus imóveis e viam o dinheiro virtual crescer/diminuir à medida em que os táxis passavam ou não por suas propriedades. E tudo podia ser acompanhado pela Internet, em mapas aéreos da cidade. Houve publicidade em TV e no rádio e feita forte divulgação online (na home do Yahoo, inclusive).

Resultados: mais de 90 mil jogadores se inscreveram em 28 dias. Mais de 100 mil pessoas aceitaram receber informações da Hasbro. Foi gerada mídia espontânea de dois milhões de libras (cinco vezes a verba do projeto). O jogo foi o mais vendido do ano de 2005. As vendas cresceram 450% em relação ao mesmo período do ano anterior. A edição comemorativa teve um sucesso tão estrondoso que não durou até o Natal. Esgotou duas semanas antes. A Hasbro prevê usar esta mesma idéia em 6 outros mercados.

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