Which dictionary brand created the viral 'Word of the Year' campaign that has become an annual cultural touchpoint for language evolution?

The dictionary industry has evolved dramatically in the digital age, with publishers finding innovative ways to stay relevant. Major dictionary brands have had to reimagine their product launches and marketing campaigns to capture public attention in an era when physical reference books are increasingly obsolete. This trivia question explores one of the most successful product launch campaigns in recent linguistic history.

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Oxford Dictionaries
Merriam-Webster
Collins Dictionary
Cambridge Dictionary