Scopely recently unveiled its latest advertising campaign for the popular mobile game Monopoly Go. The campaign, titled “Friendship Pays,” features well-known actors and follows the adventures of three players in the virtual world of “GOville.” This cross-platform campaign includes over 20 original videos produced in collaboration with ad agency Omelet and directed by Henry Scholfield. The campaign was launched by Scopely this week.
Starring Jason Momoa, Keke Palmer, and Chris Pratt, “Friendship Pays” showcases the players engaging in playful activities inspired by the Monopoly Go gameplay. The players are guided by Mr. Monopoly, whose voice is provided by Will Ferrell for the first time in this campaign. Scopely has also confirmed that Ferrell will continue to voice Mr. Monopoly for future campaigns.
The actors shared their excitement for the game and the campaign, with Palmer, also known as “Keke GoGo,” expressing her enthusiasm for the camaraderie and competition in Monopoly Go. Momoa, also known as “Momoney,” highlighted the collaborative and fun nature of playing the game with friends.
Who built GOville and where’d these players come from?
GamesBeat interviewed Jamie Berger, Scopely’s SVP of marketing for Monopoly Go, to discuss the development of the ad campaign and the decision to incorporate Hollywood talent. According to Berger, the year-long campaign development process aimed to elevate Monopoly Go to a triple-A brand status, emphasizing quality, scale, and global awareness.
The central theme of the campaign, as conceived by Scopely and Omelet, is the importance of friendship in the Monopoly Go experience. Berger explained that the game’s key feature is the social aspect of playing with friends, creating a dynamic where players collaborate and compete with each other.
In his statement, Pratt, also known as “Extra Chrispy,” echoed the sentiment of enjoying the social nature of Monopoly Go and the thrill of playing with friends.
The value of triple-A advertising
Berger highlighted the significance of the “Friendship Pays” campaign for existing players of Monopoly Go, emphasizing the importance of engaging current players and encouraging them to invite friends to join the game. The campaign aims to reignite interest among lapsed players and create a global appeal by tailoring the content to different regions.
The global rollout of the “Friendship Pays” campaign across various platforms signifies Scopely’s commitment to reaching a wide audience and promoting the social aspects of Monopoly Go.
GB Daily
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FAQs
What is the main theme of the “Friendship Pays” campaign?
The main theme of the campaign is the importance of friendship in the Monopoly Go gaming experience.
Who are the actors featured in the campaign?
The campaign stars Jason Momoa, Keke Palmer, and Chris Pratt, along with the voice of Mr. Monopoly provided by Will Ferrell.
How does Scopely plan to engage existing players through the campaign?
Scopely aims to motivate current players to invite their friends to join the game and encourage lapsed players to return through the “Friendship Pays” campaign.
Credit: venturebeat.com
