Scrabble Hijacks Captcha

Captcha. You know it. You hate it. Well, organizers of a Scrabble tournament did something to alleviate Captcha hatred all while promoting the 21st Annual Gulf Scrabble Championship. The brand replaced the Captcha portion of Scrabble-related sites with a Scrabble game. Instead of trying to read illegible letters, people would unscrabble a word. Those who did were then presented with an ad for the Championship. Nifty. And it worked delivering 70 times the CTR of banners.