Gamified product launch campaign — American Spirit

Project description

JTI was set to launch American Spirit in Denmark, but with regulations limiting direct tobacco marketing, the solution was to look inward – toward the people who would sell it. The campaign targeted staff across 7/11 stores nationwide, taking the form of a gamified internal competition in which stores competed against each other on their knowledge of American Spirit. Through a dedicated app, employees could explore the brand via videos, interactive games, and quizzes – a deliberate blend of learning, entertainment, and competition. The winners – the store with the highest score – took home a trip to Santa Fe, New Mexico, the spiritual home of American Spirit, crowned with a grand celebration. Designed at Blackbook — Copenhagen digital design studio.