MONOPOLY GO! Ice Cream Activation

“MONOPOLY GO!” is a casual mobile game that reimagines the classic MONOPOLY experience, offering dynamic, interconnected play. On July 18, 2024, Hasbro and Scopely, the producer of “MONOPOLY GO!”, launched a physical board game to bring the mobile game's excitement into a tangible, shareable format.
To celebrate the board game release, Scopely hosted an immersive ice cream event on July 21, 2024, coinciding with National Ice Cream Day in the U.S. This fun cultural event, especially prominent in key markets like New York City, provided an ideal platform for “MONOPOLY GO!” to engage with media and influencers. Scopely partnered with Taiyaki Ice Cream, the NYC originator of the popular fish-shaped Taiyaki cones known for their whimsical flavors and strong social following to create exclusive ice cream creations such as “MONOPOLY GO! $trawberry” and “Billion Dollar De Leche”.
In addition to the public event, Scopely held an invite-only preview for local media and influencers, offering a sneak peek of the event and the board game to generate buzz and drive weekend attendance.
The event was a resounding success, attracting over 5,500 attendees aged 1 to 85, with lines stretching around the block. It resulted in more than 2 million social impressions and 30,000+ engagements with influencer content. Additionally, the event garnered over 1 billion press impressions, 20+ key press stories, and 1.7 million press-related social impressions.