Monopoly Lifesized Brand Activation

Over the Easter weekend, Wonderosity partnered with The X Co. to deliver a high-impact experiential brand activation in the heart of London’s Leicester Square - designed to promote Monopoly Lifesized, the hit immersive attraction from Hasbro and The Path Entertainment Group.

The objective? To drive footfall, awareness, and social engagement for the family-friendly experience in one of the busiest public spaces in the capital. Wonderosity was tasked with creating a visually arresting, interactive activation that would stop passers-by in their tracks and bring the Monopoly brand to life in playful and unexpected ways.

Wonderosity took care of talent management, onsite install & logistics, staffing, production, and on-site event management, and delivered the campaign ensuring a seamless, engaging and on-brand experience for the thousands of families, tourists, and fans who passed through Leicester Square over the three-day activation.

Highlights included:
A Monopoly-branded photo experience, complete with oversized game-themed props that invited the public to step inside the world of the board game. Once snapped, guests had the chance to see themselves appear live on the Leicester Square big screen, creating a surprise-and-delight moment and encouraging further crowd engagement.

A branded UGC (user-generated content) competition, encouraging guests to share their photos on social media with a designated hashtag to win exclusive Monopoly merchandise — seamlessly blending physical activation with digital amplification.

A team of walkabout performers costumed as Monopoly tokens — from the classic top hat to the Scottie dog — who roamed the square to interact with families, pose for selfies, and hand out game-themed giveaways.

The results spoke for themselves:

10,000+ branded flyers distributed

700+ branded photos taken and shared on social media

Hundreds of tags and interactions across platforms

6 lucky winners awarded exclusive Monopoly prizes

A significant spike in website traffic and footfall to Monopoly Lifesized following the event
This campaign exemplified Wonderosity’s ability to blend experiential marketing, immersive theatre, and branded entertainment to deliver measurable impact and memorable engagement for global IPs.