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Spelling bees test kids on the spelling of
words, but Reader's Digest had something
else in mind when they created the National
Word Power Challenge: a vocabulary competition to test kids on the meaning of words— and ultimately, help cultivate the next generation of Reader's Digest readers.
Although participation in the program was
strong with more than a million participants,
public recognition on the scale of a National
Spelling Bee remained elusive. Reader's
Digest hired DCI to define a new level of
national awareness for Word Power in its fifth
anniversary year.
DCI got the word out for Word Power in a big
way. We infused press material with compelling wordplay and uncovered fun facts on the reading habits of competitors to give the media a bigger story. DCI even challenged
the press to test their own Word Power—a
challenge Anderson Cooper accepted in an
exciting on-air "War of the Words" with
national champion Matthew Evans.
REAL RESULTS
DCI’s definition of success? A powerful PR
campaign for Word Power that reached more
than 31 million people through interviews with
Al Roker on NBC’s TODAY SHOW and CNN’s
Anderson Cooper, print coverage including
USA TODAY, THE WASHINGTON POST, HOUSTON CHRONICLE,
and NEW YORK POST; and a
syndicated news segment broadcast on
more than 200 television stations nationwide.
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T: 212 660 6785 