THE BRIEF:

Generate awareness, buzz and engagement around World Scrabble Day on April 13th in Germany.

OBJECTIVES:

Maximum Reach. Minimum Media Spent.

THE IDEA:

For World Scrabble Day, we launched an exclusive new game tile: With the Scrabble gender tile (*IN), words can be easily gendered in a playful way. At the same time, the game instructions are worded in a gender inclusive way. With this PR-campaign, Mattel encourages the discourse in Germany about the current shift in language and gets the ball rolling for a language that literally and visually includes everyone. The *IN tile is initially available in a limited edition, and can be ordered free of charge via https://mattel.de/unsere-marken/scrabble-genderstein/. There, Scrabble players can also download the gendered game instructions - from autumn onwards, these will officially be included in every game. For all those who can't wait to play with the gender tile, there is a new, optional Scrabble rule:

The blank tile in the game can be turned into a DIY gender tile using a pen.

INSIGHT:

Gendering pursues the goal of including and, above all, thinking about everyone in language. When we talk about groups consisting of diverse genders, German usually uses the generic masculine – the male variant that is supposed to stand for everyone. However, studies show that people usually only imagine men when sentences use the generic masculine. Gendering - be it with underscore, colon, or asterisk - makes it possible for women and non-binary people to be visible in the language!

MESSAGE:

Die Zeiten haben sich gegendert > Literally translation: Times have been gendered (changed)

AUDIENCE:

Everyone able to play Scrabble

CREATIVES:

PR Message, Short Video Ads, PR / Influencer-Event, OOH-Posters and Projections

CAMPAIGN:

One day PR-Campaign consisting of:

1. Launch of PR-News by MATTEL around World Scrabble day on April 13th

URL: https://news.mattel.de/pressreleases/am-welt-scrabble-r-tag-gibt-es-den-stein-des-anstosses-zum-gendern-3175450

2. Influencer-Collaboration and event with germany`s biggest female force and gender equality magazine / online-platform EDITION F on April 13th

URL: https://editionf.com/so-sehen-gewinnerinnen-aus-scrabble-launcht-das-in-steinchen/

3. One day Social Media Campaign on Facebook and YouTube on April 13th

4. One Day OOH-Projections and Billboards in five major german cities on April 13th

RESULTS:

130 Mio. Earned Reach in total

PR-News picked up by all big german news-sites

30.000 ordered tiles via MATTEL website by now

Heavy discussion on Social Media for more than 4 weeks time

Counter campaign by germany´s right wing party AFD

Wikipedia entry

CAMPAIGN PERFORMACE REPORT:

https://datastudio.google.com/s/mLczbU014Z0

WIKIPEDIA ENTRY:

https://de.wikipedia.org/wiki/Scrabble