Commuters invited to participate in Scrabble Challenge campaign
Scrabble is seeking to drive consumer engagement with the word game by inviting commuters to flex their tiled vocabulary whilst on their way to the office.
The Scrabble Challenge, an out of home advertising campaign with integrated social media and mobile, takes the form of a series of Scrabble tweets issued by @scrabble2winUK containing seven randomly generated letters.
These tweets will also be displayed on concourse digital screens, advertised by costumed tile-head characters, challenging all who see them to rearrange the letters using their best wordplay.
The most inventive solutions tweeted out via #ScrabbleChallenge will be in line for a weekly prize until the end of October.
Wendy Hill, Director of customer marketing and brand communications explains: “This is a great campaign demonstrating how we are driving brand engagement for Scrabble using digital, out-of-home integrated with social media and mobile.”
Mattel’s media buying agency Carat, Posterscope, a leading out-of-home communications agency and LIVEPOSTER, all helped to deliver the campaign.