The popular board game Monopoly is celebrating its 70th anniversary with an incredibly original initiative. DDB London and Tribal DDB have created a real-life Monopoly that allows people to play online or via SMS. As Netimperative reports, the game will be played out for real on the streets of London, using taxis as playing pieces via GPS technology. The gaming mechanism is probably more difficult to explain than to actually try...

The final prize is extremely attractive, especially if you live in the expensive London: you get the rent paid for one year!

An integrated advertising campaign is building awareness and driving traffic to Monopolylive.com.