American Express teamed up with Wheel of Fortune for a week-long media campaign to promote its new Blue Cash. An overarching theme of blue colour saturated Vanna’s wardrobe, the prizes, and the entire set. Internet users were exposed to an integrated online experience that used a fully interactive version of the game, complete with the Blue Cash branding. Branded banner advertising running, during the campaign allowed users opportunities to play the game, enter to be a contestant on the show or both. There were one million unique users and over 30,000 people participated in the sweepstakes.