Scrabble Under the Stars

Project Description

Client: Hasbro

SCRABBLE, the venerable board game, had been around for 60 years and was feeling its age. It wanted to appeal to a younger audience, but how? That was the question put in front of Maria and her team at Carmichael Lynch Spong.

The answer: leverage the anniversary, and the launch of the SCRABBLE: Diamond Anniversary Edition, to demonstrate that anyone can play – even celebrities who have a passion for words.

Celebrities, such as Jimmy Kimmel, Hayden Panettiere, Natalie Maines, Seth Green, Rashida Jones and Andy Richter, who appealed to the young and trendy audience were chosen to participate in a “SCRABBLE Under the Stars” celebrity tournament benefitting St. Jude Children’s Research Hospital. To broaden the game’s appeal, showcase the Diamond Anniversary Edition and drive sales, a one-of-a-kind Swarovski-encrusted board was commissioned to serve as the centerpiece for that Beverly Hills event and the Toy Fair trade show, then was later auctioned for charity.

The result: With 278 placements, the all-encompassing campaign captured more than 114 million gross impressions, including three mentions on “Jimmy Kimmel LIVE,” a segment on “E! News” and print placements in OK! Magazine and US Weekly, among other publications reaching the SCRABBLE target audience. The SCRABBLE: Diamond Anniversary Edition game was a sell-out, and sales far exceeded the company’s original sales goals.

• Momentum CreatedPartnership/Sponsorships, Influencer engagement, Event, New product launch, Media relations, Trade show support