Hasbro "MS MONOPOLY" launch - a game changer.

To introduce Ms. Monopoly, we brought the game to life with a launch idea that would emulate what Ms. Monopoly does best – rewards girls. We identified three young, undiscovered female inventors and entrepreneurs between the ages of 13 and 16 years old from across the globe and Hasbro gifted them with an advance copy of the new game before it hit shelves. We surprised each young inventor with $20,580 in REAL money to fuel their inventive spirit and further their projects, which just so happens to be the same amount of Monopoly money featured in the game. And then we captured it all on film.

As a result, the team surpassed the goal benchmark by over a billion impressions to secure nearly 2.8 billion impressions (2,771,198,229)*. Coverage was also predominantly positive with nearly 87 percent of stories carrying a positive sentiment, which is likely due in part to the video that was featured in 70 percent of stories.