Innit to win it The media enthusiastically reported on the latest edition of the Collins Official Scrabble Words reference guide, thanks to its inclusion of slang including thang, grrl and innit.
Collins achieved national newspaper and broadcast coverage across the board. The commentariat even joined in, with one Guardian columnist asking 'whether the dictionary's editors made deliberately provocative choices to stir up publicity'.
HOW I SEE IT
Margot Raggett, CEO, Lexis
What a great fun thang it would have been sitting in that brainstorm to come up with new words to be included in the Scrabble dictionary. Clearly Collins has used a tried and tested way to provoke controversy and debate and - you guessed it - it worked, once again, like a treat.
From what I've seen, coverage went far and wide, with plenty of fun angles and headlines for the media to use. I particularly loved BBC Breakfast's impromptu game that the business correspondent was faced with after bragging he'd not lost a game for 15 years (they lined up a former UK champion and made him play live throughout the show).
Priceless, compelling and fully branded coverage that made me want to pull out my old set. I bet they'll see a sales spike too - well done them. Great PR, innit. - HIT