Mattel - Scrabble

Mattel - Scrabble

The Challenge

Launch two new formats of the classic board game in the digital era. Targeting the pre-Christmas period, preparing for gift purchases the campaign launched and ran from October to November 2013.

The Idea

Get people to start playing Scrabble away from their living rooms, by creating experiential opportunities on train platforms, social media and on-demand channels. Leveraged new channels of communication including: Twitter, Facebook, You Tube, We've (Mobile Tech), Broadcast Media (Out of Home).

The Result

The campaign reached 269,000 people in its first week and achieved 250% the standard Twitter response rate. Awarded: Clear Channel Highly Commended 2014 - Best Use of Outdoor in a Multimedia Campaign.


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