Monopoly GO!
The Dice Life Campaign
When MONOPOLY GO set out to drive new players, they wanted to find a way to completely shake up the highly transactional User Acquisition landscape. We knew standard performance marketing wouldn't cut it; we needed a totally new take on UA.
To cut through the noise, we tapped into the universal language of millennial nostalgia. Enter "The Dice Life." As the copywriter, I helped ditch the standard download pitch and wrote the scripts for a high-energy 90s sitcom parody, complete with an original theme song, absurd in-game drama, comedic heavyweights like Jake Johnson and Sunita Mani, and a cameo from the big guy himself, Mr. Monopoly.
“Community Chest”
“Cake Off”
“She Passed”
“Spousal Rent”
“The Dice Life” Main Titles
“Neighborly Truce”
“Double Jail”
And now for a commercial break
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And now for a commercial break 〰️
While bringing this sitcom world to life, we joked that you can’t have a true 90s TV experience without the hyper-specific, slightly unhinged commercial breaks. What started as a funny "what if" quickly turned into us concepting a full suite of retro ads. We designed these to run right before the main UA videos so that the moment they popped up, it felt exactly like you were channel surfing in your living room at 11 PM. So, don't touch that dial. May I present to you: the late-night commercial stringout.
The Team That Made It Happen
Agency: Omelet
ECD: Chelsea Kauth + Josh Smutko
Creative Director: Jimmy Barker
Creative Director: Raul Montes
Copywriter: Tricia Lopez
Art Director: Steven Jones
Producer: Erica Hara