Scrabble Wifi

Objective

Scrabble partnered with Ogilvy Paris to activate the brand through an innovative mobile game tied to a real-world utility. In areas of Paris with poor internet connectivity, the campaign created a location-based incentive to engage users with the Scrabble brand while providing practical value—free Wi-Fi access—to underserved communities.

Solution

The campaign deployed interactive Wi-Fi hotspots in connectivity-poor areas that required players to solve word puzzles in Scrabble to unlock and extend their internet access. Players earned minutes of free Wi-Fi based on the point value of words they created, with bonus mechanics allowing them to double access time by sharing their scores on social media. The mobile game bridged offline play with real-world utility, creating a memorable brand touchpoint.

Results

The campaign received a Shortlist Award at the Clio Awards 2014.