Inspired Marketing Friday: Monopoly’s “Save Your Token”
Here’s an agency secret no one likes to admit: creating Facebook promotions can feel like walking in a minefield.
First, you have to come up with an original concept: one that captures people’s attention on social media, where most people regard advertising as an unwelcome guest at a party. Then, you have to bring that concept to life amidst client demands, strict Facebook regulations, daunting legal requirements and ever-changing technical specs.
That’s why I get excited over Facebook promotions that are actually cool. And Monopoly’s “Save Your Token“ promotion is brilliant.
Hasbro, maker of the popular board game, is replacing one of its iconic tokens with a more modern version. Facebook fans must vote daily for the token they want to save, and the one they want to add. (The new choices are a diamond ring, guitar, robot, cat and helicopter.)
This isn’t the first time Monopoly has replaced tokens. The lantern, rocking horse and cannon have all been discontinued. But it’s the first time fans have been able to weigh in.
Other brands are getting in on the action. Zappos is petitioning for the shoe to stay, while 9Lives is rooting for the new cat token. And if you’re a traditionalist, don’t worry – you can still purchase the game with its classic tokens. As long as you hurry. (No promotion is complete without an element of urgency.)
So far, the campaign has fascinated not only consumers but also the news media. The Washington Post is forecasting the winners with enthusiasm typically reserved for Oscar season.
Monopoly’s “Save Your Token” is still playing out on Facebook and the web, but I expect this promotion will net huge gains for the brand.
What’s been inspiring YOU this week? Let me know in the comments section below.