NYT GAMES
Spelling Bee is a popular word game in the The New York Times’ suite of games where players are challenged with creating as many words as possible from a grid of 7 letters arranged in a honeycomb shape. In Fall 2022, The New York Times Games sought to drive Spelling Bee trials and earned coverage through a first-of-its kind campaign that invited commuters to play the daily Spelling Bee during peak ridership on the New York City subway.
15th Annual Shorty Award Honoree
Role: Motion Designer
We executed a digital subway buy with digital OOH strategically placed in major NYC transit hubs. The creative invited subway riders to play Spelling Bee together by utilizing in-station digital live boards to drive commuter awareness for the game, with a unique link driving to the daily Spelling Bee Puzzle.
In-car digital live cards on major subway lines changed every day to show the current daily puzzle and encourage play while digital units lining the ceiling of the car displayed tips and hints from the Forum about how to solve the puzzle.
The influx of return to office and back to school commuters combined with a first of its kind daily game experience in subway cars created a buzz-worthy campaign and successfully drove game trial. with the reach of earned conversation increasing by 6M impressions compared to the pre-campaign period.