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Friday, March 7 • 5:30pm - 5:45pm
Giving Your Fans Brand Ownership

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Created in 1935 on a kitchen table, Monopoly has been played more than 1B times, available in 111 countries in 43 languages and sold more than 275M games. The goal was to reinvigorate the fan base, utilize a medium to carry the message and have an emotional impact to the worldwide fans. How?
After an unlucky roll of the dice, all of the tokens have landed in jail. But that’s not all; there’s a new token in town, and “this board ain’t big enough for the nine of them.” It was up to the global Facebook community Jury to decide who stays and who gets locked away forever. Only one thing is certain: the game will never be the same.
In this session, hear from Victor Lee, Vice President Digital Marketing at Hasbro on how they simplified an execution and delivered massive worldwide impact that had the world talking about a cat.

View official listing on sxsw.com
http://schedule.sxsw.com/2014/events/event_IAP26972


Friday March 7, 2014 5:30pm - 5:45pm
Austin Convention Center, Ballroom F 500 E Cesar Chavez St

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