Monopoly Millionaires' Club

Building a national lottery brand around a beloved board game.

The Gamble.

Hosted by comedian Billy Gardell (Mike & Molly) and filmed in Las Vegas, MONOPOLY MILLIONAIRES’ CLUB was a weekly syndicated TV game show and companion to the multi-state instant lottery game of the same name. Each episode brought an opportunity to win more than $2.3 million, and the show has minted four millionaires during its brief run—more than any other game show in that period of time in history.

The TV game show came to Brand Knew looking to leverage social media as a means to introduce, promote, popularize and propagate the MONOPOLY MILLIONAIRES’ CLUB brand across the United States.

A Beloved Brand, Reborn.

Brand Knew carefully constructed a social media plan to foster an engaged and loyal fan community, extending far beyond the game show’s weekly half-hour episodes.

Leveraging the show’s rich, aspirational content and beloved Monopoly iconography, we created a strategy to boost brand awareness and inspire fan loyalty through careful and constant social management, talent activations, interactive sweepstakes and seamless social integration.

The Jackpot.

Through the use of Brand Knew’s Social Press Kit, we were able to disseminate ever-shifting, episode-specific messaging to nationwide partners and affiliates in real time. The show was also considered for sale as a daily, half-hour game show to a major network. To supplement the selling process, Brand Knew’s graphic design team created a double-sided infographic based on the Monopoly money motif.