Scrabble is inviting commuters across the UK to take the Scrabble Challenge, an advertising campaign using integrated social media and mobile.
The campaign is designed to drive engagement with the Scrabble brand and encourages consumer interaction through the introduction of a series of Scrabble Tweets.
Players can take a look at the seven randomly selected letters Tweeted via the @scrabble2winUK Twitter handle and each week the Tweets will appear on Transvision rail concourse digital screens.
The public can then Tweet the most inventive and creative words using the seven letters via the #ScrabbleChallenge hash-tag.
Weekly winners, along with their winning words and Twitter Feeds, will be displayed on screens each Friday.
The campaign will run throughout September and October on consecutive Fridays.
Costumed Scrabble tile head characters will be distributing free Scrabble coasters to rail commuters near the Transvision screens at select train stations, encouraging people to take part in the competition.
“This is a great campaign demonstrating how we are driving brand engagement for Scrabble using digital, out-of-home integrated with social media and mobile," said Wendy Hill, Director of customer marketing and brand communications at Mattel.