Dr Mathew McDougall

Did Viral Marketing Damage the Hasbro Brand?

A few days ago Hasbro launched a free online version of Monopoly called Monopoly City Streets that makes use of Google Maps in order for players to be able to purchase locations across the globe. I too have begun playing this monopoly game thinking it s going to be a lot of fun.

Monopoly City StreetsThe game is a bit like the original board game with a drop of ‘Age of Empires’. You purchase a street and start building on it. You then earn rent based on the size if the building and what street it’s on. Basically, you earn money and expand… it’s that easy.

The game is the brainchild of Hasbro’s U.K. agency, Tribal DDB and the concept itself is fantastic. But there seems to be a long way now from the original concept of creating a massive multi-player game to leverage the Hasbro brand and promote the coming 3D version of the board game and what we have.

By all accounts there are 1.7 million unique users and the interest seems to have overwhelmed the servers leading to frustration and disappointment. Further, the game has already prone to chronic cheating. I think people are cheating by creating more than one account and then selling the property cheaply to their main account. I just don’t want to see it turn into a cheating feast to see who can create the most accounts and money launder the most. But Perhaps cheating is how the real world works anyways.

Not surprisingly, what was touted as the “biggest land grab of 2009″ has turned into another online fiasco of overloaded servers and massive cheating. This has resulted in yet another brand damaged by poor execution and consideration for the details. I give the folks at Tribal DDB 5 stars for the idea. 1 star to the team supporting and managing this imploding disaster. To add insult to injury, I believe that they are going to ‘re-start’ the game and those poor soles having invested many hours finding streets, selecting just the right location for that building and even trying build a neat community will loose this and need to it down to ‘a learning experience’. The official blog site is now littered with frustrated posted and company apologies.

Clearly, a lesson in not what to do for a client in viral marketing.


There are no comments for this article


Dr Mathew McDougall Digital Jungle Dr Mathew McDougall
Company: Digital Jungle
Position: Founder & CEO
CEO for Digital Jungle. I founded Digital Jungle in 2011 as a cross-cultural digital marketing agency. Our mission is to help International organisations connect their brands with Chinese consumers, living in China and abroad.

Latest Articles by Dr Mathew

October 16 | Reaching the Digital-Savvy Chinese Consumer
October 9 | The Rise of Location Based SNS in China
August 13 | Is Telstra Playing in China or Not?

Article stats

30 Days: 0 articles, 0 views
All time: 0 articles, 0 views

    Follow me on Twitter


    Digital Jungle

    Socially led, digital marketing agency  More info & Contact Details



    NSW Public Sector Grades 9-10 High Performance and Leadership Workshop NSW Public Sector Grades 9-10 High Performance and Leadership Workshop

    Develop and refine core skills and key leadership capability to achieve success and excel in NSW Grade 9-10 level roles and beyond.

    WA Public Sector Level 7-8 High Performance & Leadership Workshop WA Public Sector Level 7-8 High Performance & Leadership Workshop

    Develop and refine core skills and key leadership capability to achieve success and excel in Western Australian 7 - 8 level roles and beyond.

    Executive Assistant Development Intensive Executive Assistant Development Intensive

    Adding value and enhancing your personal and professional effectiveness as an Executive Assistant.

    The Women in Project Management Leadership Summit 2018 The Women in Project Management Leadership Summit 2018

    Practical advice and strategies to guide female leaders for career advancement in the project management space.

    Public Sector Workforce Analytics Workshop Public Sector Workforce Analytics Workshop

    Emerging tools and frameworks to enable best practice workforce analytics and planning for HR Professionals.



    A leading full service digital marketing agency with hubs in Auckland and Sydney. Marrying digital design, technology and marketing, as a multi-disciplinary digital agency we deliver campaigns and creative that targets, captures, engages, convinces

    Reactive Reactive

    Reactive is an award-winning digital agency that provides digital strategy, user experience, web design and development services, offering creative excellence and technical innovation in the online space.

    ZapMe Mobile ZapMe Mobile

    ZapMe Mobile lets Brands Advertisers and Publishers easily distribute interactive mobile content using traditional advertising media, we are the glue that integrates creative ideas with complimentary technology.

    GTS Interactive GTS Interactive

    Leaders in international mobile applications ....Travel, Loyalty, Advertising, Marketing, Location, content rendering.

    Platform Interactive Limited Platform Interactive Limited

    Platform Interactive has an extensive and successful history with respects to Internet software development and project delivery. Since 2003 Platform Interactive has come to the forefront as an internet marketing and web software vendor.


    LATEST DIRECTORY LISTINGS Boost SEO - add your company for free

    Mad Dog PromotionsProtonbits Software Pvt LtdCat Rubbish RemovalEnertec Windows & Door SystemsVacuumSpotSally Dasouki - Melbourne Victoria, AustraliaVazooky DigitalDr TurnerAspect Shade