Gum used to be fun. Gum used to get you something extra and something worth collecting. We created an up-to-date digital version that will get teens collecting and chewing in the most mindblowingly amazing gum movement.
To launch Mondelez International’s (formerly Kraft’s) new gum, we created iD ArtCade, an interactive gallery and arcade that allows teens to scan pack artwork to unlock 18 free games. Teens can scan multiple pack artwork to unlock game changing combos. Use ArtCade to connect with Facebook, compete with friends, check progress, and play on tablets and smartphones.
My role on iD Gum was to build iD ArtCade from concept to completion. We initiated concepts for different platform UXs and over 300 games. The creative team and production team received direction on concepts, game play, design, and art direction. I also got to throw down game designs for Shknitting and Catapult.
The iD Gum Facebook and Tumblr are updated with original content like memes, gifs, artwork, events, game releases, and product posts. We concepted over 400 posts.