How do you sell a redesigned Scrabble board to those who already have one, simply go and find the audience who doesn't have one. In this case armed with insights it was clear that those who have just left home and are setting out on their new careers were perfect. Then to promote in a fun, unexpected and engaging way where they congregate every Friday night (i.e. large train stations as they travel home to parents). 

With a budget-focused strategy, we unleashed a fully interactive digital campaign on X (then called Twitter) and digital out-of-home advertising sites, backed by YouTube, Facebook, and Bluetooth broadcast technology. Friday night commuters were transformed into wordsmiths at 16 major railway stations, between 4-8 pm, for 7 key selling weeks, we challenged them to tweet the best word from 7 predetermined letters while waiting for their train. Each tweet lit up the interactive ad in real-time, offering spot prizes for 7 weekly winners.