Shop, Play MONOPOLY and Win Smiles in Dubai Shopping Malls


Mall of the Emirates, City Centre Deira and City Centre Mirdif, have brought the family game MONOPOLY back to life packed with spectacular prizes and surprises to win until May 22, 2017.

Mall of The Emirates, City Centre Deira & City Centre Mirdif are inviting families and friends to take part in the two-week long activity which is part of Majid Al Futtaim’s Smile campaign.

The giant MONOPOLY Smile game is a life-sized, tailor-made version of the iconic property trading game featuring new elements that are inspired by the SMILE campaign. This year, participants will be playing to collect Smiles and instant prizes await players who land on the retail partners’ properties. The player who collects the most Smiles at the end of the game is the winner.

The revamped giant game compliments the company’s recently launched regional marketing campaign designed to inspire people to spend more quality time with loved ones. Independent research commissioned by Majid Al Futtaim that sparked the ‘Create Great Moments Together’ campaign, revealed that the vast majority of people in the region (92%) are happiest when spending quality time with friends and family. For example, as part of the fun game if a player lands on the ‘family land’ square they are asking to share a great family moment.

“Majid Al Futtaim is proud to bring back the innovative and award-winning campaign, following the fantastic feedback we received from participants who appreciate engaging and fun experiences. Research show that ‘Gamification’ has a positive effect on customers’ behavior. The Monopoly game is an example of ‘Experiential marketing’ which creates a memorable and emotional connection with customers,” said Hussain Moosa, Director for Mall of the Emirates.

Additionally, the four famous train station squares will be replaced with fun Smile squares. Players who land on the SMILE cam will have their face beamed onto a big screen to win Smile currency. Players who land on the Make a Smile square will be asked to make others smile to earn currency. The Smile rewards squares will automatically bank players 100 smiles.

More fun elements await players such MR. MONOPOLY, who is back this year but has a few tricks up his sleeve!

To play the game, shoppers can exchange their shopping receipts of AED 300 for a token, and get a chance to win AED 500 every ten minutes in addition to instant prizes from the mall retailers. Each shopper can play up to four times per day from 12pm – 10pm on weekdays and 12pm – 11:30pm on weekends.


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