Monopoly is using Facebook and Twitter to get fans excited about a change in the classic board game. From now until February 5th, Monopoly fans can vote on Facebook to save their favorite token (one of the current tokens will be eliminated) and to choose a new one.
Using the Save Your Token app on Monopoly’s Facebook page, fans can choose to save either the iron, racecar, thimble, shoe, top hat, battleship, Scottie dog or wheelbarrow from elimination.
Monopoly’s 10 million Facebook fans can vote daily, both to save their favorite token and to choose a new one that “reflects the interests of today’s Monopoly players.” The choices include a toy robot, cat, diamond ring, helicopter and a guitar. There’s also a leaderboard where fans can see how well their favorite token is faring in the voting.
Fans can “campaign” to save their favorite token by sharing images and videos with their friends on Facebook and Twitter, and by using the hashtag #tokenvote. And there are “support badges” for each token that fans can upload to show their support and persuade friends to vote (ClickZ).
In addition to encouraging fans to share their votes, the campaign will release a series of videos that will show how the tokens are reacting while they are waiting to be ‘freed from jail.’ Monopoly will also be updating its social channels with visual and engaging posts throughout the campaign.
Voting closes on February 5th, and the new token will be announced on February 6th. Monopoly games with the new token will arrive in stores in mid to late 2013.
“The tokens that are in the game today represent household items from the 1930s when the game was first introduced,” says Ryan Mugford, senior director of global brand strategy and marketing of Hasbro Gaming, told ClickZ. “We decided to introduce a token to the game that represents today’s Monopoly players and knew we had to involve our fans in the process.” And apparently, the brand saw social media as the best way to do so.
Which token will you be voting for?
