Monopoly GO! used a unique TikTok AR filter and other social media strategies to drive users to an in-app competition event.

To promote the new Tycoon Racers competition event, Scopely launched a UA campaign that included a TikTok AR filter mini-game, TikTok influencers, and Facebook giveaways. The event ran from June 12–16 and increased revenue, downloads, and DAU by 33%, 6.8%, and 6% 5Do5D, respectively.

The Tycoon Racers AR filter led to a substantial amount of user-generated content. In the AR filter racing mini-game, players use their heads to move a car from side to side to avoid obstacles and collect icons for points. Monopoly GO!’s TikTok account reposted videos from influencers who encouraged users to try the mini-game, beat their high scores, and make their own videos. TikTok users created nearly 600 TikToks on Monopoly GO!’s official channel for the promotion.

Marketers can read the Growth Marketing Report to learn more about how to develop playable ads into AR filters and the best strategies for maximizing engagement across channels.