Scrabble: TwitterScrabble Game

Objective

Mattel launched a rejuvenated version of Scrabble called Scrabble Trickster in Belgium. The brand needed to create buzz for this new product launch and reach the target audience where they spent time online, particularly social media users. The campaign aimed to leverage Twitter as a platform to promote the board game while showcasing the commonality between Twitter's character limitations and Scrabble gameplay.

Solution

TwitterScrabble was a playable game embedded in Twitter that highlighted the similarity between both platforms: character constraints. Players were given 100 random characters and challenged to compose the highest-scoring tweet possible. Winning tweets were automatically posted to Twitter, creating viral potential. The game ran daily with the highest-scoring tweet winner receiving a copy of Scrabble Trickster board game. The campaign required no paid media—it relied entirely on organic engagement and word-of-mouth spread within the Twitter community.

Results

Not published.