The UK’s number three family game Scrabble, has partnered with the Daily Mail to launch a promotional card game to its readers.
From this Saturday, readers will be able to play the iconic word game by using their unique game card and set of letters to match up against the Scrabble Board printed inside the newspaper.
Players who manage to complete a set number of words will then stand the chance of winning £250,000 each day.
The game will launch this weekend and will run for two weeks in both the Daily Mail and the Mail on Sunday.
Via the promotion, Mattel aims to drive brand engagement with the newspaper’s more than 21.6 million UK readers.
A range of supporting initiatives will run during the partnership, including pre-promotion in the Daily Mail, Mail on Sunday and Metro, front page support, daily space in the Daily Mail, an email campaign to daily Mail readers and online promotions via the Mail Online as well as a TV campaign.
“The partnership with the Daily Mail is a fantastic way to engage with existing and new advocates of Scrabble,” said Wendy Hill, director of brand activation at Mattel.