Here is a really smart piece of digital work for the 21st Annual Scrabble Championship held in the Gulf. Scrabble started hijacking the “Captcha” graphic on popular gaming sites and turning it into a real scrabble challenge. And people who could crack the Scrabble Captcha were presented with a banner inviting them to register for the Annual Scrabble Championship. Created by TBWA\RAAD.

So simple it’s almost brilliant. Because once you have a crack at the scrabble captcha you were already in the mood to engage with the confirmation page banner, which received 70x the standard CTR rate. I love what a really great media buy can do for a campaign…

Be Sociable, Share!

•