MILKA X MONOPOLY: PLAYFUL CITY TAKEOVER
With two branded takeover stops in Hamburg and Berlin, EAST END transformed the Milka x Monopoly campaign into a playful brand experience featuring special product moments.
Task & Goals
As part of the Milka x Monopoly campaign, the connection between the two brands was to be brought to life at selected locations. The goal was to combine a competition mechanic with interactive product experiences and offer visitors various opportunities to engage with Milka and the campaign.
Finding suitable locations presented a particular challenge: the venues not only had to meet the spatial requirements but also needed to correspond with the Monopoly street names relevant to the campaign.
Idea & Implementation
EAST END was responsible for the location scouting and implemented two takeover stops in Hamburg and Berlin. An ice cream parlor in Hamburg and Studio Schmaus on Wiener Strasse in Berlin were transformed into attention-grabbing Milka brand worlds featuring a variety of playful activations.
At a DIY station, visitors could individually decorate their own Milka chocolate. Another activation invited them to roll the dice to discover their personal chocolate type before receiving the matching product.
A photo opportunity allowed visitors to capture a personal memory of the experience. Another game station invited them to guess hidden words. Successful players received additional codes for the Milka Monopoly competition and therefore further chances to win.
By combining DIY activities, game mechanics, product sampling, and personal memories, the two locations offered a varied experience centered around Milka and Monopoly.
Result
The two takeover stops translated the Milka x Monopoly campaign mechanic into a physical brand experience. Visitors could not only discover the products but also customize them, explore them through playful interactions, and engage with the competition world.
Targeted location scouting, spatial branding, and the different activations created a variety of campaign touchpoints. The selected locations in Hamburg and Berlin were temporarily transformed into playful Milka experience worlds in which the product and competition were directly connected.
