TwitterScrabble
- Brand
- Scrabble
- Year
- 2012
- Objective
- Engagement
- Industry
- Entertainment
- Mechanic
- Puzzle
- Platform
- Social
- Agency
- Duval Guillaume
Objective
Mattel and agency Duval Guillaume Modem needed to launch Scrabble Trickster, a refreshed edition of the classic board game, into the Belgian market and get people talking about it on social media, where the target audience already spent its time. The brief was to breathe new life into a heritage brand by pulling players into the actual Scrabble mechanic rather than just announcing the new product, and to do it without buying any paid media.
Solution
Players land on twitterscrabble.be and are dealt a hand of 100 random letters. Using the mouse or their keyboard, they arrange those letters into a tweet, weighing which letters to use since rarer ones push the tweet's Scrabble score higher. Once satisfied, they hit the Tweet button to post their "Scrabbletweet" straight to their own timeline, putting it in front of their followers. Every day, whoever posted the highest-scoring tweet won a box of Scrabble Trickster, which gave players a reason to come back and try again the next day.
Results
The campaign reached over 5 million people on Twitter alone.
- 1
The player lands on the twitterscrabble.be microsite, a promo built around a rule Twitter and Scrabble share: both cap how many characters count.
- 2
The player is dealt a hand of 100 random characters to build from, mirroring a Scrabble letter tray.
- 3
The player composes a tweet from those characters, selecting them by mouse or typing on the keyboard, aiming for the highest possible Scrabble-style score within the tweet's length.
- 4
Pressing Tweet posts the finished scrabble-tweet directly to the player's own Twitter feed.
- 5
Each day's tweets are ranked by score, and the top-scoring player wins a physical copy of the Scrabble Trickster board game.
