Candy Crush Soda Saga, the new title in the Candy Crush franchise, was launched to media on the rivers and streets of London and New York. At 6.30pm local time in each location, King Digital Entertainment effected a Candy Crush Soda Saga takeover of London’s Tower Bridge and New York’s Broadway. Global brand experience agency Jack Morton Worldwide was appointed by King Digital Entertainment to create the media launches.
Journalists in London were taken on an exclusive Candy Crush voyage on the Thames river yacht, the Silver Sturgeon. Through this journey, they experienced a Candy Crush Soda Saga takeover of Tower Bridge. Twenty-five metre high jets of purple Candy Crush Soda were fired into the sky, which propelled a seven-metre high Candy bear through the iconic London landmark.
Meanwhile in New York, Candy Crush took over Broadway in dramatic fashion. Fire hydrants erupted, shooting Candy Crush Soda across Broadway, causing an iconic New York yellow cab to change to purple and announcing an influx of Candy Crush characters to the streets. From candy-headed street vendors to a jelly bean dog, colourbomb NYC Cop and a cyan candy bottle-headed skate-boarder, Candy Crush characters were out in force, culminating in the entrance of a six metre glowing Candy bear.
Richard Vincent, SVP, consumer and digital marketing, EMEA, Jack Morton Worldwide commented: “Candy Crush has reached iconic status in the social gaming world. As the franchise is extended to Candy Crush Soda Sage this iconic status requires a spectacular launch, so we’re very excited to have been able to help King create such an experience and one which only Candy Crush Soda Saga could deliver.”