Wheel of Fortune x Cookie Jam
Jam City partnered with Wheel of Fortune on the “Make Life Sweeter” campaign, a four-day Wheel of Fortune takeover that brought the iconic game show into the world of Cookie Jam through an in-game event, TV integration, social, UA, ASO and digital.
Role: Art Direction, Set Design, Graphic Design
Year: 2020
The Idea
How do you make two very different brands feel like they belong together?
We brought Wheel of Fortune into Cookie Jam through a four-day set takeover and in-game sweepstakes, turning the familiar Wheel experience into a Cookie Jam campaign.
I led the creative direction across the campaign, from the visual identity and key art to video, social, UA, ASO and digital creative.
Building the Look
The campaign needed to feel unmistakably Cookie Jam while still fitting naturally into the Wheel of Fortune world.
I developed the visual direction for the campaign and carried it through the different formats and brand requirements.
Taking Over the Set
The campaign extended beyond the phone and onto the Wheel of Fortune stage.
I designed the Cookie Jam set treatment and art-directed the visual experience so the game could show up in the real world without losing its personality.
From TV to the Phone
The Wheel of Fortune concept carried into Cookie Jam through the in-game event and sweepstakes experience.
The goal was to make the partnership feel like part of the game, rather than simply putting a partner logo on top of existing creative.
App Store creative supporting the campaign across discovery and featuring.
Campaign Results
Social creative built to extend the campaign beyond the game.
Performance creative designed to turn the partnership into player acquisition.
Trailer
Art direction and creative direction across the campaign video, extending the Wheel of Fortune partnership into Cookie Jam's visual world.
135%
lift in installs
195K+
incremental installs
61M
Sony impressions
+95%
US iOS organic installs
+144%
global Android organic installs
The campaign also saw a significant increase in App Store activity during the TV integration, including a 2,020% increase in iOS App Units and 683.6% on Google Play.
Art Direction
Directed the campaign across key art, video, social, UA, ASO and digital.
Brand Integration
Balanced Cookie Jam's visual identity with Wheel of Fortune's established brand.
Production
Worked across physical set design, video production and digital asset development.
Campaign Thinking
Helped translate one partnership idea into a cohesive campaign across multiple channels.
Graphic Design
Designed UA, App Store screenshots, and physical set.