The 'Scrabble WiFi' Campaign Gave Out Internet to Skilled Word Constructors

By: Alexander Lam - Published: • References: adverblog
In a campaign for Scrabble, free Wi-Fi was given out with a twist. To gain access to the free Internet candidates had to play a simple word game. Ad agency Ogilvy designed the game to only provide Internet to those who could create a word with the given letters. Just like Scrabble, the word that's played scores points. The amount of points scored corresponds to the number of Wi-Fi minutes that you get.

The free hotspots were placed in areas of Paris that lack Internet access. Thus, the only way to get Internet was to play Scrabble's game. Internet users who wanted more minutes could double them by sharing their score through social media. In the end, Ogilvy managed to give out over 110,000 minutes of Internet connection. Stats for Wi-Fi Word Game Locks Trending: Older & Average
Traction: 560 clicks in 65 w
Interest: 0.5 minutes
Concept: Scrabble Wifi
Related: 78 examples / 60 photos
Segment: Neutral, 18-55
Comparison Set: 29 similar articles, including: scientific spelling games, quirky upcycled bow ties, and letter head advertising.