Hasbro is celebrating the launch of its customisable My Monopoly game with an innovative interactive display at the Westfield Stratford shopping centre.

The digital display at Four Dials will be transformed into a giant interactive Monopoly board, with shoppers able to use their smartphone to select their favourite game piece and upload photos with the chance of being selected to play.

If selected, players will see their uploaded photo slotted into their chosen game piece, then be invited to move along the board by shaking their phone to roll a set of digital dice. The personalised game piece will chart their progress around the board, with live surprises prepared to represent the various Monopoly elements.

Shoppers who arent playing can still interact by uploading Monopoly inspired photos to Instagram with the #MyMonopoly hashtag, which will appear on the big screen in-between gameplay over the course of the day. The promotional campaign was activated by OMD UK, in partnership with Talon, Grand Visual and Ambient.

The promotion is celebrating the release of the new My Monopoly version of the board game, which enables players to customise the board using stickers and a free app to design their own tokens, streets, and Chance and Community Chest cards.

“My Monopoly puts the player at the heart of the game,” said Martin Rowe, brand manager for Monopoly. “So to celebrate its launch, we wanted to create a compeltely unique experience that gives fans the chance to step inside the world of Monopoly.”