Best Entertainment Online Video, Best Game Site Online Video, Best Mobile Online Video

When the original Words With Friends launched in 2009, it took the nation by storm. It was a cultural phenomenon that captivated everyone from our moms to Alec Baldwin. Eight years later, the brand’s momentum had subsided. Our challenge in launching Words With Friends 2 was to make the new game relevant again. While entertaining, the real reason everyone played Words With Friends was the natural connection they felt with friends and family. As such, we created engaging content that showcased this unique connection in a variety of ways. First, we proved that Words With Friends 2 is a game for everyone – it transcends age, gender and distance, whether you’re an 80-year-old grandpa or a teenage girl. Then, we created interactive holiday cards that people could send to friends or family all year round. Finally, we told a story using real content from real fans. In the end, we reminded people of their love for the game, which lead Words With Friends 2 to claim the #1 spot in the app store immediately after launch. It has remained in the top 5 since launch, thereby delivering the strongest revenue in the franchise's 8-year history.

Contributors:

Group Creative Director:	Elaine Cox
Associate Creative Director:	Phil Van Buren
Associate Creative Director:	Austin O'Connor
Senior Producer:	Andy Rosenthal
Senior Producer:	Arielle Davis
Production Coordinator:	Aimee Bosley
Head of Integrated Production:	Joyce Chen
Group Account Director:	Isaac Clemens
Senior Account Executive:	Jackie Russel

HEAT

Location: United States