Scrabble entertains UK commuters

Mattel and JCDecaux UK ran an experiential campaign on digital screens in London’s Liverpool Street station for Scrabble. Mattel invited commuters to a #scrabblechallenge where they were encouraged to Tweet possible words made from the letters displayed on the screens. The highest scorer received a Scrabble prize at the end of each Friday. This experiential campaign also included a team of Scrabble brand ambassadors entertaining commuters in the station concourse. With lettered tiles on their heads, these ambassadors produced words of their own by dancing, posing and miming words. Opportunities to engage with commuters on their daily travel to work have increased with the rise of smartphone ownership, read about JCDecaux’s Commuter Book Club here.