Modern Marketing

Ally employs Augmented Reality in its new Monopoly marketing campaign

  • Americans say they aren't confident about their financial literacy.
  • Ally is turning to a tech-enabled version of the board game to bring money concepts to life.
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Ally employs Augmented Reality in its new Monopoly marketing campaign

Ally + Monopoly, an augmented reality boardgame, promotes financial literacy and offers chances to win a total of $1 million in prizes.

What’s happening: The digital bank with over $180 billion in assets has launched a new marketing campaign that uses Augmented Reality to turn six American cities into live Monopoly boards.

  • Ally + Monopoly is now live in Charlotte, Chicago, Dallas, Detroit, New York and Seattle.
  • In those cities, over-sized Monopoly tokens and property spaces create a real world, AR scavenger hunt. Players use their smartphones to find the Ally + Monopoly squares in their cities. People outside the six designated cities can play online.
  • Players can win daily and grand prizes like a Jeep Wrangler and other cash prizes by following directions on those squares.
  • To produce the campaign, Ally turned to 8th Wall, which enables markerless, interactive augmented reality content to run in a mobile browser, without the need to download an app.
Ally Monopoly Augmented Reality cards

For a good cause: Ally’s AR game includes a Community Chest square, where players can raise money for their local Junior Achievement chapter just by landing on it.

  • Ally will make a donation of $50,000 to Junior Achievement in the city with the most plays of the virtual Community Chest. Ally also will make a donation of $15,000 to Junior Achievement in the other five cities, totaling $125,000 nationally.
  • Ally’s campaign brings a focus to financial literacy and Junior Achievement is dedicated to giving young people the knowledge and skills they need to own their economic success.
Ally Monopoly card in the wild

Financial literacy: In general, Americans don’t as confident as they’d like to be in improving their financial literacy and understanding of money concepts.

  • New research from Ally shows games can be a useful tool in improving financial literacy and learning money concepts.
  • According to a recent survey of over 2,000 U.S. adults age 18+ conducted for Ally by The Harris Poll, four in five (81%) Americans say money-related board games are helpful in teaching basic money concepts
  • Seven in 10 who played money-related games as a child (71%) say doing so helped make them more comfortable with money concepts.

Ally’s focus on serving its audience: This AR game is another example of how Ally uses creative and innovative thinking to provide advice and education to its constituency.

  • Last Thanksgiving, Ally ran a Banksgiving campaign which highlighted the human component in its call centers. Ally’s customer-first approach drives many of its product and marketing decisions.
  • It’s not the first time Ally has used AR as part of its marketing. In 2018, the bank ran Big Save, a campaign that superimposed bills on their home environment and encouraged users to plan and save for the future.
  • “Ally + Monopoly is part of our ongoing strategy to make the ‘money talk’ less intimidating, giving people the confidence to talk about saving and spending, making investments, buying a home, and how to recover if they have a financial stumble,” said Andrea Brimmer, chief marketing and public relations officer at Ally.

Banks experiment with AR: Ally isn’t the first bank to start playing around with Augmented Reality.

  • Capital One has car shopping functionality built into its Auto Navigator. Point your iPhone at a car and the app will display pricing and finance information above the vehicle in real-time.
  • The Commonwealth Bank of Australia (CBA) launched an AR home shopping app in 2011.
  • The National Bank of Oman is using AR to help customers locate branches and ATMs, issuing special offers and deals to customers as they walk into a mall or retailer.

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