Which innovative dictionary brand campaign successfully connected with younger audiences by adding internet slang and viral terms to its official lexicon ahead of competitors?

Many consumer brands have become so iconic they've entered our everyday language. Some have even made it into official dictionaries! This trivia question explores how one famous dictionary company innovated its brand strategy to stay relevant in the digital age, creating a fascinating intersection between consumer products and linguistics. Can you identify which promotional campaign successfully modernized a traditional language resource?

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Oxford Dictionary's 'Word of the Year' campaign featuring emoji as legitimate language elements
Merriam-Webster's 'Traditional Values' campaign emphasizing classical language preservation
Cambridge Dictionary's 'Language Heritage' program focusing exclusively on academic terminology
Collins Dictionary's 'Literary Classics' initiative highlighting only terms from canonical literature