Mattel has given its Scrabble campaign, running on Transvision screens, an experiential twist.
A team of Scrabble brand ambassadors with lettered tiles on their heads were entertaining commuters on the Liverpool Street concourse last Friday. By dancing, posing and miming a variety of words that they were producing with their lettered head-pieces, these ambassadors were creating quite a show for the promotion of the #scrabblechallenge competition displayed on the nearby Transvision screens.
The #scrabblechallenge is inviting passengers to tweet in a variety of words that can be made from the letters displayed on Transvision screens - with the highest scorer at the end of each Friday receiving a Scrabble prize.
Planned and booked with JCDecaux by Carat and Posterscope, and with production by Liveposter, this dynamic campaign will be connecting to the commuters on the move through Transvision screens, social media and experiential.