Anyone that plays Scrabble or Words with Friends will love this promotion for the new Scrabble Trickster game from Mattel.
To promote the new game, Mattel teamed up with Duval Guillaume Modem to create Twitter Scrabble, which functions as a social way to promote the game via Twitter. Twitter Scrabble is simple, you arrange letters to form a tweet with the highest score possible, and post it. When you are done you are entered into the daily contest to win a copy of Scrabble Trickster.
The cool thing about this promotion is the fact that it will probably survive long after the promotion for the game is over. It is a simple idea with deep hooks into the game playing psyche, and the scrabble fan base.