Prius Is A Status Brand, In-Game And Out

Electronic Arts announced a 12-month partnership with Toyota that features the Toyota Prius and Toyota Prius Eco-Greenhouse as giftable virtual items within MONOPOLY Millionaires, the free-to-play Facebook game based on the classic board game from Hasbro.

The integration of the Toyota Prius is a re-imagining of the original game pieces. As players navigate their way around the MONOPOLY Millionaires game they can express their commitment to the environment by collecting and displaying the Toyota Prius mover and Toyota Prius Eco-Greenhouse.

“We’re excited to continue our successful partnership with EA through the MONOPOLY Millionaires game platform,” said Kim Kyaw, senior media strategist for Toyota. “The Toyota in-game experience allows us to tap into consumers’ memories of Hasbro’s iconic MONOPOLY game while broadening the reach and appeal of Prius to all ages and lifestyles. The social nature of MONOPOLY Millionaires on Facebook will help us achieve that.”

Released by EA in February 2011, MONOPOLY Millionaires was the fastest growing Facebook game during the weeks of March 7 and March 14, and had a 472% increase in players from March 1 to April 1, 2011, according to AppData.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.