Monopoly wanted to be front-of-mind in the lead up to, and during, the Christmas period, increasing conversations on social media and linking the Monopoly brand more closely with the Hasbro Gaming portfolio. We set up the Monopoly Hotline to ease arguments and family tension over the festive period, providing advice and support to consumers asking questions about the much-loved game, from rules to etiquette. Callers were also given the opportunity to make a donation to the NSPCC. The campaign secured 243 pieces of global coverage, with social activity securing a reach of millions.