How adland is cutting Big Media out of the future: a great piece from Wired on the Tribal DDB / Monopoly City Streets Massive Multiplayer Online Game (MMOG), and the changes for the future of brands and products.
It’s a whopper of a case study that speaks to the heart of all digital initiatives. Ultimately, the digital industry does (should) do one or more of three things:
- Help / Augment
- Entertain / Educate
Whatever the digital initiative, if it does only one of these things, it’s not enough. If it does two of these things, it’s got a good chance at succeeding. If it does three of these things, it’s likely to work very well. Reach people, get them engaged, help them, entertain them. Get them to remember you.
How this Monopoly game ticks all three boxes?
- It helps / augments the experience of playing Monopoly by making it a global game with potentially millions of competitors.
- It engages through it being a great game, a great product and scalable across millions of people.
- It entertains. It is Monopoly after all.