--- title: "Gamified product launch campaign — American Spirit" description: "Gamified internal campaign for JTI's American Spirit launch in 7/11 – app with quizzes, videos and a competition for store staff to win a trip to Santa Fe." canonical_url: https://www.blackbook.dk/en/portfolio/jti/ md_url: https://www.blackbook.dk/en/portfolio/jti/index.md language: en last_updated: 2026-09-05 --- # Gamified product launch campaign — American Spirit Gamified internal campaign for JTI's American Spirit launch in 7/11 – app with quizzes, videos and a competition for store staff to win a trip to Santa Fe. > Alternate (Danish): https://www.blackbook.dk/portfolio/jti/index.md > Published by: Blackbook — founded by Jeppe Sloth Carlsen (https://www.blackbook.dk/en/about/) > Publisher ID: https://www.blackbook.dk/#organization > Founder ID: https://www.blackbook.dk/#person-jeppe > Delivered at: Marketsquare (2016–2019) > Topics: Creative Direction, eDetailer, Gamification, Responsive, Service Design, UX & Product Design, Campaign Sites, Presentations & Sales, Conversion Rate Optimization, Brand Activation > Part of: Blackbook — digital design agency, Copenhagen (https://www.blackbook.dk/en/) > Client: Japan Tobacco International > LLM reference: https://www.blackbook.dk/llms.txt > Full reference: https://www.blackbook.dk/llms-full.txt > Markdown sitemap: https://www.blackbook.dk/sitemap.md > Preferred citation URL: https://www.blackbook.dk/en/portfolio/jti/ ## Launch at 7/11 — American Spirit 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. ## What the case shows - Image: Interaction design showing Facebook campaign flow directing users to gamified mobile app with quizzes - Image: Mobile app interface with gamified quiz design and competition features for retail staff campaign - Image: Product design of gamified app interface featuring quiz functionality and competitive campaign element for retail staff engagement - Image: Gamified app interface displaying quiz cards and daily bonus rewards in an internal staff campaign - Image: Video interface showcasing product messaging and tobacco leaf content for retail staff training - Image: App interface showing quiz gamification with competition leaderboard for retail staff engagement ### App Screens - Image: Interface design for bonus points screen featuring slot machine symbols and sunflower imagery in gamified campaign - Image: Gamification design – matching game screen with archer motif and cigarette brand variants for store staff competition - Image: Interaction design quiz screen featuring cigarette pack and strength-guessing game for retail staff - Image: Mobile interaction design showcasing a gamified sales dashboard with circular score indicators for store performance metrics - Image: Mobile interface design featuring colorful wooden background, red emblem and contact form fields - Image: Competition dashboard displaying score tracking, weekly milestones and store staff performance metrics in interactive campaign interface - Image: Creative direction for Santa Fe launch campaign featuring southwestern architecture and festival branding for retail staff engagement ## Services used on this case - [Creative Direction](https://www.blackbook.dk/en/services/creative-direction/) - [eDetailer](https://www.blackbook.dk/en/services/edetailer/) - [Gamification](https://www.blackbook.dk/en/services/gamification/) - [Responsive](https://www.blackbook.dk/en/services/responsive/) - [Service Design](https://www.blackbook.dk/en/services/service-design/) - [UX & Product Design](https://www.blackbook.dk/en/services/ux-product-design/) - [Campaign Sites](https://www.blackbook.dk/en/services/campaign-sites/) - [Presentations & Sales](https://www.blackbook.dk/en/services/presentations-sales/) - [Conversion Rate Optimization](https://www.blackbook.dk/en/services/conversion-optimization/) - [Brand Activation](https://www.blackbook.dk/en/services/brand-activation/) - [Apps & Products](https://www.blackbook.dk/en/area/apps-products/) ## Facts - Role: AD / Senior Digital Art Director at Marketsquare (2016–2019) - Client: [Japan Tobacco International](https://www.jti.com) ## Related work ### Viral web portal with cocktail game — Havana Club - Designed a Typo3 portal for Havana Club with a cocktail mixing game, a competition to win a trip to Cuba and photo galleries from nightclub events. [Havana Club — Corporate website](https://www.blackbook.dk/en/portfolio/havana-club/) ## About Blackbook Blackbook is a Copenhagen digital agency blending creativity and technology across UX, branding, websites and eCommerce. Areas of expertise: - [Apps & Products](https://www.blackbook.dk/en/area/apps-products/index.md) - [Brand & Campaigns](https://www.blackbook.dk/en/area/brand-campaigns/index.md) - [Websites & eCommerce](https://www.blackbook.dk/en/area/websites-ecommerce/index.md) Key figures: - 250+ Digital projects - 150+ Clients - 15+ Fortune 500 - 5+ Top 100 Brands - 25+ Years experience ## Site [Home](https://www.blackbook.dk/en/index.md) [Portfolio](https://www.blackbook.dk/en/portfolio/index.md) [About](https://www.blackbook.dk/en/about/index.md) [Services](https://www.blackbook.dk/en/services/index.md) [Experience](https://www.blackbook.dk/en/experience/index.md) [Recognition](https://www.blackbook.dk/en/awards/index.md) [Contact](https://www.blackbook.dk/en/contact/index.md) [CV](https://www.blackbook.dk/en/cv/index.md) [Journal](https://www.blackbook.dk/en/journal/index.md) Blackbook · Jerichausgade 7 · 1777 Copenhagen · (+45) 31 10 79 13 · [jeppe@blackbook.dk](mailto:jeppe@blackbook.dk)