Monopoly All is Fair Alter Egos
Problem: Take the nostalgic board game, and bringing it to the modern lexicon.
Solution: TikTok is the platform for Monopoly to captivate Gen Z and millennial audiences and drive cultural relevant. Inviting players into All is Fair, a realm of playfulness, opulence, and villainy, sprinkled with ruthless, cut-throat humor.
In the pursuit of allowing people the freedom to embrace their gameplay persona, we posed the question: Who do you become when you play Monopoly? Whether you resonated with the Bargain Hunter, New Money Upstart, Swindler, Matriarch, or Big Spender, we connected TikTokers to their most opulent, villainous versions of themselves.
Results: From project kickoff to launch, the entire endeavor unfolded in under 2 months. 5 alter egos. 6 original videos using state-of-the-art technology with AI-generated backgrounds via green screen. 11 TikTok creators. 22 million followers. Within 48 hours, we had 500K+ clicks to the TikTok Shop.
Role on Project: Concept generation, influencer management, head bob filter strategy.
Phase 1 & 2
In Phase 1, we seeded the Alter Egos with a series of shorts like the above, paving the way for Phase 2 – collaboration with 10 TikTok creators. Each creator amplified a specific alter ego in ways authentic to their own brand platforms.
Phase 3
To deepen user engagement, we designed and ideated an original TikTok Head Bob Filter, allowing TikTok users to personally identify with each alter ego. Leading this charge was the TikTok filter maestro, Chris Olsen.