Scrabble Re-launch

Thinking big What was the brief?

Re-launch Scrabble’s new look to engage with a new audience, encourage old players to re-engage and both segments to make a purchase.

Acting bold What did we do?

We focussed the budget on a moment in time, creating a fully interactive digital campaign using Twitter and digital out of home advertising sites as key platforms. Using commuter research we targeted Friday night commuters across 16 stations between 4-8pm over key selling weeks. Commuters where challenged to tweet the best word they could find from 7 predetermined letters. Each tweet was posted live as the commuter watched the interactive ad. The event was promoted across social channels, bluetooth broadcast to each commuter as they arrived at the stations, plus on the day with a live Scrabble experiential team who engaged the audience.