Words With Friends 2

The mobile word game genre has expanded dramatically over the past few years. Fuelled by titles such as Wordle, these games tap into a thirst for self-improvement and alternative ways to destress. And the demand keeps growing.

Released in 2009 Words With Friends was launched and quickly became a top ranking game on the iOS app store in the US. The second iteration of the game was releasing a few years ago and it’s developer Zynga Games who approached us last year with an acquisition brief.

We were given a very specific task - engage 60 year-old plus women in Houston Texas to download and play Words With Friends 2.

Research shows that playing word games can have a significant impact on the health of your brain. So, we encouraged our audience to give their brains a workout. From a tongue in cheek TV spot to radio and ooh placements that contain anagrams to solve.