Mattel and JCDecaux U.K. recently ran an experiential digital out-of-home campaign for the game Scrabble on digital signage screens in London's Liverpool Street station, according to the JCDecaux blog.
The screens invited commuters to take part in a Scrabble Challenge where they were encouraged to Tweet possible words made from the letters displayed on the screens to the hashtag #scrabblechallenge.
The experiential campaign also included a team of Scrabble brand ambassadors entertaining commuters in the station concourse while wearing lettered tiles on their heads.
Opportunities to engage with commuters on their daily travel to work have increased with the rise of smartphone ownership, the company said, and the Scrabble campaign follows its successful Commuter Book Club that integrates Twitter and digital signage.
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