Which dictionary publisher created the highly successful marketing campaign where they deliberately omitted a word from their printed edition, creating a viral sensation about the 'lost word'?

Dictionaries might seem like purely academic resources, but they've been subject to some of the most innovative marketing campaigns in publishing history. From viral word-of-the-year announcements to heated rivalries between publishers, the language reference industry has employed fascinating strategies to stay relevant in the digital age. Test your knowledge about a particularly memorable dictionary marketing campaign that changed how we view these language authorities.

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Oxford University Press with their 'Save the Words' campaign in 2012
Collins Dictionary with their 'Lost in Translation' campaign in 2015
Merriam-Webster with their 'Word Rescue' social media blitz in 2018
Cambridge Dictionary's 'Missing Lexicon' treasure hunt in 2019