Albertsons Builds a Bigger Monopoly Board

Albertsons Cos. this year added new prizes and a dedicated mobile application to its annual Monopoly game, increasing the odds of winning a prize and making entry easier.The promotion runs from Feb. 8 to May 9 at all of the retailer’s chains (with the exception of recently acquired Haggen) and awards over $200 million in prizes and coupons. Shoppers play by collecting tickets doled out for in-store purchases of products from participating manufacturers including Kraft Heinz Co., PepsiCo/Frito-Lay, Procter & Gamble, Mondelez International, Nestle and Colgate-Palmolive.This year, the retailer is giving away five times as many game board prizes. Grand prizes include $1 million in cash as well as $1 million toward a vacation home, $20,000 in college tuition and $45,000 towards a vehicle of the winner’s choice. Also available are grocery gift cards, electronics and various other cash prices. In addition, the “instant win” component of the Monopoly game awards 172 million prizes and 58 million discount offers via game tickets; over 325 million prizes and 72 million discounts can be redeemed by submitting game codes online.Albertsons additionally teamed with Nickelodeon to stage a separate sweepstakes awarding a stay at the Nickelodeon resort in the Dominican Republic. Shoppers enter by submitting an code found on specially marked tickets via a promotional website (playmonopoly.us.).New prizes and discounts this year include:Gift cards and reward tokens for movie-ticketing website Fandango.Gift certificates, prints, photo books and magnets from photo publisher Shutterfly.Licensed merchandise from Nickelodeon.Box Tops to count towards General Mills’ Box Tops for Education cause program.The retailer additionally released a standalone “Shop, Play, Win!” mobile app that Android and iPhone users can download to enter online prize codes directly on their devices.In-store support includes a plethora of P-O-P materials with a new red-and-black color scheme, including violators, freezer clings, ceiling signs, checkout signs, endcap headers and standees. Some signs tout the prizes available, while others plug the new app and Nickelodeon sweeps. Affixed price labels identify eligible SKUs. Several manufacturers such as Dr Pepper Snapple Group, Kellogg Co. and Kettle Foods also supplied account-specific floorstands, while upfront spectaculars for Coca-Cola Co. depict the game's mascot, Mr. Monopoly.Feb. 8 email blasts and social media updates from participating chains kicked off the promotion and announced the new prizes and app. Multiple features within weekly circulars continue to support, as do radio spots and carousel ads on chain home pages. Albertsons has staged the promotion, licensed from Hasbro Inc.’s Monopoly board game, since 2009.

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