After almost a decade of small-screen dominance, three billion global downloads and 200 million US players. Candy Crush was in need of a new generation of fans to continue crushing well into the next decade. But with ~50% of current players 45 or older and #searches down by ~70% since 2016 this was a big challenge. How does one of the most played games of all time attract new players or get lapsed players to return?
By letting those who already love to crush show the rest of us what we’re missing and giving them a stage to show the world what Candy Crush is all about.
Introducing The Candy Crush All Stars Tournament
With the help of social media giant and Candy Crush Fan Khloe Kardashian, we launched America’s first-ever Candy Crush All-Stars tournament.
Together with Doja Cat and Gronk, Khloe invited the nation to join the competition, reaching 62m people alone and reminding them that everyone can play, anyone can win, and across social media, America took notice!
The campaign reached 231 million people.
+7.8 billion views of Candy Crush’s first Tik Tok hashtag challenge, with 1.9m videos made
+62.3 million impressions of our Snapchat lens
4.6 billion earned media impressions
People all over the internet were going wild for Khloe and Doja’s nails, and, of course, millions of players from all 50 states were competing in the app to become the Candy Crush All-Star.
+101.9 billion All-Stars candies collected
+13 billion swipes
+2.7 billion color bombs exploded
+665 million levels played
+16% installs one stat per frame
+6% game rounds played one stat per frame
+12% gross bookings one stat per frame
But most importantly of all – players loved the tournament, and after five intense weeks of fierce competition, an incredible group, which included a military veteran, an MBA student, and a taekwondo black belt, met in the final, that we scripted, produced, and streamed on YouTube.
Where Bibi was crowned America’s first-ever Candy Crush All-Star to over one million viewers.
But everyone was a winner in our book
Media: TV, Youtube, Facebook, Instagram TikTok, In App and other online media
Role: Executive Creative Director