SHINY PLACE
BEJEWELED STARS | EA GAMES
A social-first relaunch that treated Bejeweled less like a game and more like a habit.
Before there was Candy Crush, there was Bejeweled. When EA relaunched the game as Bejeweled Stars, the goal was to treat it like a real moment, not a mobile afterthought. Instead of defaulting to banners, the campaign lived on social, meeting people where they already play and giving a classic game the kind of presence usually reserved for console launches.
Shiny Responses | Social
Using keywords pulled from real social posts, Bejeweled content was triggered in moments that already mattered to people, showing up with a simple invitation to download and play.
