The Connect Agency helped Hasbro celebrate 90 years of Monopoly with a campaign that brought the birthday story to Australian audiences and introduced new ways to play through the brand’s Expansion Packs.

We worked with Cameron Merchant on a Monopoly advertorial for The Morning Show, combining a familiar personality with product demonstrations to bring the new offering to life on national television.
Bespoke Birthday Smash Cake packs gave metropolitan radio and news teams a playful way to join the celebration. Media relations, promotions, giveaways and creator partnerships extended the campaign across editorial and social channels.

The campaign combined paid broadcast exposure with earned media and creator content, using Monopoly’s milestone birthday to put the brand and its new products back into conversation.