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Scrabble WiFi

Award: Graphite Pencil

Graphite Pencil / Branding / Digital Brand Expression / 2014

To remind consumers that Scrabble is both educational and fun to play, Ogilvy turned the words it creates into free Wi-Fi time in areas with no connection. Consumers simply logged onto the Scrabble network, created a word and earned WiFi minutes based on their score. Words shared on Facebook doubled their score and time. And over a two-week period, over 6,000 words were played.

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