David S. Rielly
WORDS WITH FRIENDS // Case Study


ZYNGA
WORDS WITH FRIENDS
ROLE: Creative Director


Zynga’s Words With Friends is the number one mobile words game of all time, but the brand was concerned about declining mind share as it neared its 5th anniversary and the release of a massive product update.

After leading the agency pitch team to victory as Creative Director, I collaborated with strategy and social teams to develop the all-important playbook and persona for the Social campaign.

From “Life’s Tiles” to “Wordy Wednesday” to “Tile M for Murder”, our creative imagined a world where lettered tiles walk among us, competition is always friendly, and strategic spelling and chatbox cleverness reign supreme.

  • The social campaign helped the launch of the New Words With Friends reach number two on the iTunes download charts, second only to Facebook Messenger.


  • In the first four months post-launch, the Words With Friends social community was up 75,000 followers across Facebook, Twitter and Instagram, up 55% over the four months prior to launch.


  • Shorty Awards Honoring the Best in Social Media
    Finalist: Best in Games