Gaming site Lucktastic will increase its budget for mobile search install ads as a result of a licensing deal with Hasbro’s Monopoly brand.
The game will give mobile app users the chance to win weekly prizes, with one lucky winner taking home up to $250,000.
The search mobile app install campaigns will run on Google AdWords. The companies did not disclose the amount of the increase.
The multichannel campaign will include video and display for now, but slotting TV into the media buy will likely occur in early 2018. The company spokesperson says TV buys requires a longer lead time.
Lucktastic also plans to launch several unique events along with the game. Each week, new Monopoly branded ‘Fun Pack’ and ‘Go’ cards will be released within the app with prizes. Cash prizes range from $1,500 to $2,500.
A show on Facebook Live and the ability to interact with Facebook bots allows players to interact with the show's host in real time and receive clues on where to find game pieces that unlock access to additional prizes.