Two years after King’s Candy Crush Saga reached iconic status in the social gaming world, launch sugary sequel Candy Crush Soda Saga and communicate the new gaming experience.
Simultaneous stunts in London and New York to ‘sodarise’ iconic locations and bring to life the colour, fun and excitement of the new game. Partnered with events agency to roll out the activations.
Created and distributed content across social and digital and managed all media at both events.
In London, Candy Crush ‘superfan’ Nicole Scherzinger helped activate a soda fountain display that turned the River Thames into a ‘sea of soda’, while 25-metre high jets of purple Candy Crush soda propelled a seven-metre-high Candy bear through Tower Bridge.
Journalists were taken on an exclusive voyage to witness the Tower Bridge ‘takeover’ and we ran an SMT with King co-founder Sebastian Knutsson.
In New York, model and actress Molly Sims took over Broadway, with fire hydrants erupting with Candy Crush soda, turning a yellow cab purple; while Candy Crush characters took to the streets, including a colourbomb NYC cop and bottle-headed skateboarder, before a six-metre glowing Candy Bear appeared.
The London and New York events were a key part of a wider launch strategy which helped propel the game to the top of the download charts in multiple markets.
Our content drove 11 pieces of TV coverage, including 4-min pieces on Bloomberg US and Europe and BBC World, with a reach of 497 million.
65 pieces of online coverage, including Mail Online, Huffington Post and Yahoo US, with a reach of 57 million.