To combat our misuse of language from hastily dashing off text messages, tweets and status updates, Scrabble reached out to smartphone owners by providing free wifi in parts of Paris to people who played its online mini game. The more words they submitted, the more minutes of wifi they unlocked.
Scrabble identified parts of Paris that weren’t wifi connected and placed free wifi there. Those who selected the Scrabble network when trying to get online were assigned seven randomly assigned letters, just like in the board game. They then created a word from those letters and whatever score they received automatically converted into free wifi minutes. To amplify the promotion, players who shared their words on Facebook could double their score and also their allocated wifi minutes.
The results: In two weeks, people played more than 6,000 words and the brand gave away more than 110,000 minutes of wifi.
Why I’m curious:
Another example of providing utility to engage consumers while not losing the fun. I am a bit surprised that mobiel carriers or manufacturer companies didn’t come up with this since they are a better fit in terms of product tie-in.