SHINY PLACE
BEJEWELED STARS | EA GAMES
A social-first relaunch that treated Bejeweled less like a mobile game and more like a lifestyle.
Before there was Candy Crush, there was Bejeweled. When EA relaunched it as Bejeweled Stars, we wanted to treat it like the cultural moment it deserved to be, not just another app update. We skipped the standard banner ads and built the campaign entirely on social, meeting people where they already waste time and giving a classic game the kind of presence usually reserved for console launches. The work tapped into nostalgia while making it feel fresh enough to download again.
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.
