The stage was set for the 20th anniversary of the inaugural World Scrabble® Championships in Warsaw, Poland with a record number of participating countries and entrants. Yet interest in watching a Scrabble® match was close to zero, even if it was a milestone competition. To increase awareness of the championship, Mattel enlisted the agency to create and execute a broadcast and video campaign that demonstrated how the veteran board game could be utilized to its full potential in the age of social media and fantasy gaming. Mattel also aimed to increase sales of the Scrabble® board game, which we achieved by an impressive 19 percent increase over the previous year.
Using our specialist, integrated digital and broadcast experience, we developed creative video content and implemented a multi-lingual media relations campaign to communicate Mattel’s key messages, all on a minimal budget. Our team ensured the World Scrabble® Championships was a major news story targeted to each of the client’s seven key global markets and globally, through pan-regional broadcasters. Top-tier international coverage was achieved, with an ultimate reach of over 244 million people. BBC’s flagship morning show, BBC Breakfast, even featured presenters playing the game throughout the entire three hour-long programme.