Monopoly City Streets – An irresponsible case study
On the 9th September 2009 something wonderful happened – Hasbro launched Monopoly City Streets (MCS) to a wanting audience of over 1.7m people, and the most talked about MMOG (Massively Multiplayer Online Game) of all time was born.
If you haven’t been following the events over at Monopoly HQ since, 1st of all, where have you been? And 2nd, we’re sorry to be the purveyor of bad news… but you’ve been missing out!
Monopoly City Streets is a free online multiplayer version of the popular board game Monopoly, launched to raise awareness of and promote the latest version of the game – ‘City Streets’.
Played out on Google Maps, MCS invites players to buy, trade, and build on any street in the world that hasn’t already been snapped up by another person. You earn rent based on how well you play (there are various strategies), and compete with friends and other members of the community to dominate local, national and global leader boards.
It is fun, competitive, and highly addictive. It is simply brilliant, and brilliantly simple. It is, in short, a really powerful idea. Peter Parker said that “with great power comes great responsibility”. If I were to tell you now that Monopoly City Streets has perhaps done more harm than good to the Hasbro brand image, could you fathom how, would you want to read more?
On day of launch, all expectations were exceeded when 1.7m people turned out to play MCS. Within hours, everyone was disappointed when the game server crashed under pressure. For 2 days it went offline whilst upgrades were made.
On its return, bugs in the code were quickly found and exploited, cheating became rife, and those playing fairly started to get upset with Mr Monopoly’s inability to control, moderate, and fix the problems. The game went offline again, this time for a reset – wiping everyone’s hard work. Rather than re-launch in beta mode (which would have given developers more time and scope to iron out any further problems), Mr Monopoly opted for a more heavy handed approach; writing on the official game blog – “cheaters beware; we are watching you, and you will be banned!!!” At this point, Mr Monopoly hadn’t even lain down the ground rules.
Humoured by Mr Monopoly’s tone, people started to form online alliances, Mr Monopoly quickly became ‘the game’, and even the cheaters worked together to see whether measures had been implemented to control the cheating and fix the bugs. The top 10 Global Leaderboard at the end of day 1 consisted of ‘Cheater # 1′ – ‘Cheater # 10′… On day 2, it was used to promote websites and blogs (Best Cheater) that gave out tools and advice on how to hack the game.
From that point on, every post on the official game blog has been met with a hundred angry comments. Mr Monopoly has been deadly silent.
It has been 3 weeks since launch, and Monopoly City Streets has now pretty much ground to a halt. Daily visits to the site have fallen by almost 75%, and reading the comments on the games official blog (where angry people viciously attack its makers) has arguably become more entertaining than playing the game ever was.
Mr Monopoly has been carried to ‘jail’ by the fans he so desperately sought to please, and whilst his punishment seems severe, it serves as a warning to all of us – even great ideas fail when they aren’t implemented and moderated responsibly.
Had Mr Monopoly been honest with fans, had he had listened, responded, and invited them to get involved, to collaborate, and be a part of the project, perhaps the outcome would have been different.
Check out the game here – http://www.monopolycitystreets.com
And the official blog here - http://blog.monopolycitystreets.com Read more
CommentsHow brands succeed in Social Media
“Social networking and blogging has recently become more popular than personal email, and is growing twice as fast as any of the other four largest sectors (search, portals, PC software and email).” Nielson Media 2009
It’s no secret, nor is it a surprise that brands have been quick to turn to social media in a bid to engage and create meaningful conversations with people online.
Many have done so incredibly well.
However, in the frantic rush to capitalise on the popularity of social networks, most have failed to define a distinct and compelling reason to be in this space… to disrupt and interrupt doesn’t count!
Social media users have very quickly learnt to filter through the saturation of brands and messages, cutting straight to those (friends, and brands) they know, and trust. To become a trusted brand in this saturated space (trust us it’s saturated and also highly unlikely that your competitors aren’t already there), there are a few key rules of engagement.
1. Know where the conversation is taking place, listen & respond
Use tools like Buzz Metrics and Scout Labs to identify where people are talking about you online. Once you know where they are, listen to them, learn from them, and respond if necessary. The open nature of this space means a lack of response shines out and is picked up upon quickly.
It’s far better to actively micro-manage opinion across networks and blogs than it is simply set up a few profiles on Facebook that never get updated.
2. Be worth talking to
OK, so you know where the conversation is taking place, but how do you get involved?
Most brands in the social web bare striking similarities to the ‘dad in the disco’ (at best a little bit embarrassing, at worst can empty the room), however… even the dad in the disco can be popular if he’s buying the drinks!
So be entertaining, exciting, and amazing. Be unique, offer exclusive money can’t buy opportunities, most of all have fun! As long as you respect your audience, you are free to try pretty much anything.
3. Be yourself
Social media is a culture of transparency and honesty that must be embraced. Try to behave less like a company and more like a real person and people will respect you. Saying this
“learning to speak in a human voice is not some trick, nor will corporations convince us they are human with lip service about ‘listening to customers.’ They will only sound human when they empower real human beings to speak on their behalf.” The Cluetrain Manifesto (1999)
If you are a CEO that knows how to blog, do so, even better why not create a network of employee blogs, write about your experiences, what you are working on, what you do in your day to day life. It’s interesting, honest, and endearing.
FINALLY
4. Invite people to get involved
To really engage with people you can’t just talk at them. Invite them to the conversation, think of ways to involve them, and again, listen… Who knows, you may even learn something.
Written for Saint London, for more go here
CommentsBeing Responsive in 2009
Social network sites like Facebook and MySpace, and social bookmarking sites like Digg, StumbleUpon and Reddit now enable anyone with enough fire in their belly to influence on a mass scale. When ‘everyone’s an influencer’, satisfying consumer trust is absolutely essential, however…
Despite the great efforts many companies go to to preserve their good ‘brand image’, there will always be at least one disgruntled customer/fan looking to share a negative opinion online -’Ipod’s ureplacable battery lasts only 18 months’ video almost destroyed the iPod 3 years ago.
Whilst there is little we can do to keep fans quiet (maybe you can buy their silence?), there are examples of brands that have been able to successfully counter negative opinion, EA Sports did an amazing job with this ‘Tiger Woods 09 – Walk on Water’ response.
One could argue that ‘being responsive’ in 2009 will be a key contributing factor to the success of many businesses. Fortunatly, there are already a bunch of free tools that enable us to monitor buzz and sentiment across blogs, forums and social networks (see a couple of my favourites below), so you needn’t trawl the web looking, nor stay up late at night wondering. For smaller brands this is often all you need. For bigger brands it may be worth checking out agencies like Market Sentinel or Onalytica.
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3 Free tracking tools
“With Google Analytics there’s really no reason why you can’t stay up to date with who’s talking about your brand.Enter your terms, select what you would like to search, and then choose the frequency of reporting. If you’re looking to stay on top of what bloggers are saying, just choose blogs or the comprehensive alert. With an alert set for your brand (or just about anything), you can be certain that you’re getting the latest word from the blogosphere.”
“TweetBeep is a simple tool that will let you monitor the conversation among the digerati. Are they talking about you or your competitor? Is there something important happening in your marketplace that you need to know about?” All you need to do is sign up, choose your targeted key words, and then you’ll be notified if they’re among the “tweets” of the day.
“NewsNow monitors breaking news in 15 languages from thousands of the Internet’s most important online publications and blogs, including international, national and regional titles, newswires, magazines, press releases and exclusively online news sources.”
Comments‘Ruins’ by Koutarou Shibakoen
Fearless photographer of Japanese ruins, Koutarou Shibakoen delivers a collection of haunting images that remind us of the economic crushing that befell Japan in the 1970′s. Buildings, leisure parks and amenities built during the boom years were forced into closure… never demolished, just deserted.
Below are just a few of my favourites, for the full collection click here >>
‘Nominal waste’ recreation area
The Bamboo Grass Business Hotel
Amazing!
CommentsThe Virgin Brand in 2009
I took a bit of time today to consider how Virgin – one of the world’s most recognised brands, could use online video to spice up their website, engage a more youthful audience and drop the ‘Older Uncle’ image…
Arguably the most opportunistic company in the world, Virgin not only operate within core business areas like Travel, Leisure, Media and Health, but they also lead the way in innovative new business ventures like Space Flight Tourism.
With a brand image that is eternally recognisable and an ethos that appeals to the older, more sensible 30+ market, Virgin have dominated over the last 20 years and look likely to survive the current economic downturn. However, despite its success, a red flag has been raised at the tiny office that makes up Virgin HQ – a 2008 review has returned that ‘likability’ and ‘brand admiration’ is up amongst 25+ year olds, but down for those aged 15 -24 ‘the sweet spot’.
For Virgin (and its brand managers), 2009 is no doubt going to be about tapping into the teen and twenties market of today, a demographic that many advertising professionals believe can’t be reached using traditional media – TV spots, press and outdoor – bread and butter for the Virgin brand. Virgin must now question “How”… “When traditional is all we know, and traditional no longer works, do we start to make a difference?”… “And what is that core message that will appeal to our wayward ‘more youthful’ audience?”
For me, small steps can make big changes, and whilst I’m sure there are a wealth of agencies screaming “Social Media Strategies”, “Partnerships and Endorsements”, and “Events”, I’d simply say start with where the heart is – home – and by that I mean virgin.com… something perhaps like an interactive ‘film and game’ experience that can sit alongside the slightly boring, text heavy ‘About Us’ section on the site. Forgive me if this appears hypocritical.
Now prior to Virgins arrival in the Travel, Leisure, Media and Health industries, people forget (and our 15-24 demographic perhaps don’t know) that we (the consumer), were being underserved and overcharged by companies like British Airways, National Express Rail and Sky TV for services that today we take for granted. Before Virgin it cost anyone looking to fly out of the UK, travel “up north”, visit the gym, or have digital TV a fortune, the service was poor and alternatives were few. Virgin’s arrival into the market forced change – and in order to compete, companies like BA had to get better, which they did.
Consider for a moment that Virgin ‘Made the world a better place’ (because of this ‘forced change’), and I think we have the start of a good idea. I would argue that the difference between the -25+ audience is knowledge, and that maybe the 15-24 year old demographic don’t consider that a world without Virgin would be incredibly bleak… a no doubt be a lesser world.
If anyone fancies having a go at working with this as an idea feel free – Virgin ‘Made the world a better place’.
Please post your thoughts and enjoy my slightly erratic ‘account person’s ad’ below!
Lee
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What is it: An interactive ‘film and game’ experience that sits on the ‘About Us’ section of the virgin.com
Title – Virgin World
Start (Film Mode): We see a boy playing on a computer in a bedroom. The camera pans around him and then zooms into the game screen. We see that he is controlling a fantasy world similar to the popular RPG games of the 90′s – Sim City and Roller Coaster Tycoon. The boy is struggling – his Sims are throwing up outside travel terminals, moaning about the price of a coke, upset at the lack of entertainment, angry that their TV service has gone down, getting fatter due to lack of exercise, etc, etc and so on.
Explore (Game Mode): The visitor then takes control of the world (as if through the eyes of the boy playing the game). They interact with the different elements for a while before getting a message from the City Mayor explaining that a celebratory entrepreneur is about to visit the game world.
Cue Richard Branson (Film Mode): The game camera pans to the edge of the map and in to the city walks Richard Branson. The camera zooms in on him greeting Sims who instantly become overjoyed. He gives us a cheeky smile, fluffs his magic beard and starts waving it at various city elements as he navigates the game map, suddenly:
- An angry shopkeeper who previously sold overpriced Soda which no Sim could afford starts selling Virgin Cola… His business is transformed into a thriving enterprise
- The city rail network starts to run more efficiently – its faster, on time, it’s cheaper, Its Virgin Trains
- A forgotten plot of wasteland, is converted into the V festival… music starts to bang out of the city and artists, hipsters and the rich flood in
Experience (Game Mode): After watching Branson transform the fortunes of the city, the visitor is then warped into the body of one of the Sims… From a ‘first person’ perspective the experience continues, the game goes into ‘free roam’ and visitors are able to browse the map, and interact with various Virgin companies, events and experiences in their own time, they may for example choose to:
- Go to the Virgin Brides shop to book an appointment with a Virgin Brides personal assistant. Perhaps they can interact and chat with other ‘brides to be’ in a live virtual chat room
- Visit an in game representation of the V festival, where they can watch clips from last year’s event, buy tickets for V Festival 2009 and enter into live chat with music lovers from around the world
- Go to a Virgin Entrepreneurs area, where they can get inspiration from Branson and other likeminded business people, as well as upload and share any innovative Virgin business ideas they may have themselves (this could form the basis of competition that would secure marketing and promotion across partner sites)
Clicking on some elements of the map may launch new and partner websites, or open up Virgin brand films which can be developed over time and worked into the experience.
Virgin ‘Made the world a better place’.
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