Pizza Hut brings MONOPOLY to life with in-store and online activations

Pizza Hut Singapore has unveiled its latest collaboration with Hasbro, bringing the popular MONOPOLY game to life. The partnership seeks to leverage the current trend of nostalgia and popularity of board games among Millennials and Gen Z, offering a blend of online and in-store experiences.

From 6 March, visitors of Pizza Hut outlets at NEX and Jurong Point will be also able to experience an exclusive, limited-time makeover as the restaurants will be transformed into a MONOPOLY-themed playground.

Customers can expect themed photo spots with a life-sized “Jail cell”, an exclusive diner-only mini game and a chance to score limited-edition food vouchers. Visitors need to simply roll the larger-as-life dice after their meal and let luck do the rest, as the dice face they land on will determine which vouchers they will be taking home. 

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In a hybrid of digital-meets-retro gameplay, Pizza Hut and MONOPOLY have also designed a bespoke online game played with the familiar rules of the classic MONOPOLY board game, unlocking a stream of fun and surprises. 

Those who participate in the free-to-play digital game from now until 6 April stand a chance to win up to SG$2,000 in cash every week, totaling of over SG$9,000 to be won. In addition, players have a chance to score vouchers for free pan pizzas and exclusive deals.

To participate, the public will need to register via Pizza Hut's website to receive the vouchers and prizes, and "roll the dice" to unlock prizes when they land on various tiles. 

In conversation with MARKETING-INTERACTIVE, Jayss Rajoo, director of marketing and food innovation at Pizza Hut said, "We couldn’t be more excited about this partnership – Pizza Hut and MONOPOLY are two iconic brands that have been bringing people together for decades and this is the perfect way to celebrate that story. By combining what we do best – creating shared moments of joy through delicious pizza and exciting gameplay – we’re thrilled to be serving up this exclusive experience for everyone to enjoy.”

Additionally, a spokesperson for Pizza Hut Singapore said the food giant worked with Hasbro for the partnership with MONOPOLY and is supported by TEAM LEWIS, Pizza Hut’s appointed creative and communications agency, HAVAS as its paid media agency, and Actstitude as its events agency. Moreover, Happy 3 Media were behind the development of this world’s first Pizza Hut and MONOPOLY digital game.

Pizza Hut is no stranger to out-of-the-box campaigns. Earlier this year, the food giant closed the entirety of its Marina Square restaurant on 13 February to offer one lucky couple an intimate and private "closed door" candlelit dinner this Valentine's Day. The evening aimed to be a symphony of love, with a live violinist serenading the lucky couple for one hour, while they were served a delectable spread from a menu curated just for them.

Additionally, a designed photo station, complete with a polaroid camera and markers, allowed the couple to capture and personalise their memories. Tables were dressed in fresh flowers and heart-shaped candles, and the romantic ambience was captured as part of a commemorative video of the couple’s pizza date.

Hasbro has also been in the news lately after it unveiled a fresh new look for MONOPOLY to celebrate its 90th anniversary. The revamped board game featured a more compact box for storage, designed to be easy for players to use on game night. Players could also enjoy updated money designs and a return to the classic look fans know with the chance and community chest cards, along with title deeds. 

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