The week prior to the Spelling Bee, we will release a Google Doodle that will announce when the campaign will air on ESPN.
GOOGLE AUTOCORRECT TAKEOVER
We will release an autocorrect takeover plugin where users will be corrected by past Bee competitors.
Pop-up spelling bee competitions will be held on the streets of different cities and college towns. We will set up a stage with a lonely microphone, and lure people to it with ambiguous signage, challenging them to see if they 'have what it takes.' If someone is brave enough to step on stage, they will be surprised by our wise-guy spelling connoisseur, Ian, who will test their skills. These stunts will turn into shareable online content.
Scripps will troll celebrities on Twitter that have reputations for poor spelling, and flood their pages with corrections.