Seven and McDonald's teamed up with AFL legends to create a fully integrated piece of branded content for the AFL Grand Final pre-match coverage.
The advertisement, created by Fuse, includes former AFL stars Brian Taylor and Mathew Richardson alongside prominent Seven sports commentator Hamish McLachlan.
Seven Network Director of Sales, Natalie Harvey, says that they wanted to find a unique way to promote Monopoly which is one of its biggest campaigns of the year.
"This was much more than a piece of tactical integration though. Neuro reserach shows that when you create an ad or content that is themed to the sport it appears within, engagement inceases by 30-40%, so we are taking incredibly powerful real estate and making it even more effective for brands" Harvey says.
“With this in mind, Seven, OMD, Fuseand McDonald's collaborated to create humourous and contextually relevant contents which appeared in our Grand Final day broadcast, featuring some of our most loved and trusted faces and voices of footy.”
More than four million Australians watched Seven's AFL Grand Final.