Our brief from King was to launch Candy Crush Jelly Saga, the latest instalment of global mobile gaming phenomenon, Candy Crush. We needed to create a real buzz around the launch amongst adults, drive downloads, excite the media and showcase the innovation.
We tapped into the rising trend for ‘adults only’ play and created a super-sized, multi-sensory bouncy castle especially for grown-ups on London’s Southbank over four days.
We held an exclusive press party hosted by Alesha Dixon with 50 attendees and secured a live ITV London broadcast from the castle on the night of the launch. Alesha also took part in press interviews, a photoshoot and filming.
Prior to the launch, the castle was publicised in listings press including Time Out, Evening Standard and Metro, and the adult play angle also appealed to non-showbiz media Telegraph Online and Shortlist.
Since the launch we have generated 106 pieces of coverage including print coverage in the Metro, Mail Online, Sun on Sunday, Evening Standard as well as global coverage on ABC News.
Over 4,000 people bounced on the castle with thousands viewing the structure. Total social interactions included 281 Twitter mentions of #jellylicious with a 7.2 million potential reach; 2,827 Twitter mentions of ‘Candy Crush Jelly Saga’ and 2,192 Twitter mentions of @CandyCrushJelly with a 25.7 million potential reach.