Commuters invited to ‘Scrabble-on-the-Go’
Over the next seven weeks, Mattel are calling on rail commuters to take the ‘Scrabble Challenge’ in an innovative digital out-of-home campaign, integrating social media and mobile, that is designed to drive engagement with the Scrabble brand. The campaign, created by Posterscope, Carat and LIVEPOSTER, encourages consumer interaction through the introduction of a series of ‘Scrabble Twitter personalities’. Each week a different ‘personality’ will appear on Transvision rail concourse digital screens throughout the country to challenge members of the public to come up with the highest scoring word, using seven randomly selected letters. Players are invited to take part on Twitter via #scrabblechallenge. Weekly winners, along with their winning word combination and Twitter feeds, will then be displayed on screens each Friday. The highly sophisticated mobile geo-fencing platform, Weve, is being used to send out texts at the end of the week to encourage commuters within the vicinity to participate in next week’s challenge. In addition, a live experiential element will also see costumed Scrabble characters handing out branded beers mats to passers-by near the Transvision screens. The activity was designed to draw attention to the screens and the tweet-to-win competition displayed.