Which innovative marketing campaign helped the Oxford English Dictionary achieve mainstream recognition in the 1980s?

The Oxford English Dictionary (OED) is considered the definitive record of the English language, but its journey to becoming a household name involved some remarkable marketing campaigns. This poll tests your knowledge about one of the most notable promotional campaigns in linguistic publishing history that helped transform a scholarly reference work into a cultural institution. How well do you know the business side of this linguistic landmark?

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The 'Words at Work' campaign featuring celebrities reading from the dictionary on prime-time television
The 'Take Your Language Further' campaign with miniature dictionaries given away with university textbooks
The 'Caught Between Words' campaign where incomplete dictionary entries were placed in major newspapers as puzzles
The 'Language Lives' campaign where dictionary editors toured universities debating linguistic controversies