Which dictionary brand first introduced the groundbreaking "Word of the Year" marketing campaign that has since been widely adopted across the industry?

In the world of language reference materials, marketing strategies have evolved dramatically over the decades. One particular campaign stands out as revolutionary in how dictionary brands positioned themselves to new generations of users. Test your knowledge about this fascinating intersection of linguistics and marketing innovation!

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Oxford English Dictionary (OED)
Merriam-Webster
Collins Dictionary
American Heritage Dictionary