Which dictionary brand launched the revolutionary "Words at Play" advertising campaign in 2013 that reimagined dictionary marketing by focusing on the joy of language rather than academic authority?

Dictionaries may seem like unchanging reference books, but their marketing and branding has evolved dramatically over the decades. Major dictionary publishers have employed fascinating advertising strategies to differentiate themselves in a competitive market. This trivia question explores a groundbreaking advertising campaign that fundamentally changed how language reference materials are marketed to the public.

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Merriam-Webster
Oxford University Press
Cambridge Dictionary
Collins Dictionaries