Scrabble - The Beautiful Word

Scrabble is starting a new advertising campaign to dispel the notion that Scrabble is an elitist game. Here is the principle of the game: "Different words accidentally encounter during a Scrabble game, giving by chance birth to a world as unexpected as enchanting. Picture a board of Scrabble at the end of a game: words that have nothing to do with each other are crossing and overlapping, to the point that they sometimes tell a crazy story ! Our creative idea is to turn this fabulous potential into images."

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  • I love Scrabble. It is one of the few games I come back to over and over. I really like the ad campaign too. It is modern, hip, artsy, cool, etc. BUT will it really reach a young audience that has hundreds of other diversions competing for their attention? I don't know. In my own experience I find that many people initially don't want to sit down and play a board game (ANY game) but once you get them to the table the conversation and interaction really engages them. It seems like one of those things someone has to experience to know they like.
  • Crazy and different. I'm not sure I like it...
  • Bold indeed ...
  • Definitely a bold new marketing strategy for scrabble. I wonder if they will reach their new targeted demographic...
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