Score with Scrabble word score

Now this is a clever idea from Ogilvy in Paris.

Scrabble rolled out a free but password protected wi-fi network in parts of Paris.

Nothing clever about that you're thinking. But wait...

Rather than a password you were given a set of Scrabble tiles and had to use them to make a word.

The higher your word score the more minutes of free wi-fi you got.

Like I said. Very clever.

Here's the case study.