According to Chris Hadfield, a renowned retired astronaut; for decades, psychologists have always encouraged little games and hobbies to maintain good mental health while in space. One of those habits is playing Scrabble. They recognize it as fundamental for peace of mind. However, due to the zero gravity, astronauts had to use Velcro on the board to keep the tiles from floating away.

Even though Velcro seemed like a good idea, Scrabble believes these heroes deserve better. That’s why, for Scrabble 70th Anniversary we created the Space Edition, an exclusive edition of the game specially crafted to be played in zero gravity. Made up of a metallic board with meteorite dust and magnetized tiles.

For Scrabble 70th Anniversary, we needed to do something to create PR about the brand. We found that astronauts play Scrabble in space but zero gravity is a problem, they used Velcro but it didn’t work so well. We took advantage of this and decided to upgrade the game by creating a limited-edition board specially created to be played in space.

The Space Edition was exhibited in London, Berlin and Paris for thousands of people in an event celebrating our 70th Anniversary. The board attracted the attention of the media and weeks later, we sent them to space stations like NASA, European Space Astronomy Centre, ISRO, Roscomos and the United States Air Force, for their upcoming missions.

We built only 20 limited edition-boards and we got 43 million impressions and 5 million euros in earned media. Important media like ELLE, Stylist, TAXI, Time Out, among others, talked about our campaign.