Candy Crush Saga
Gen Z is always yearning for a time they’ve never lived in. It’s so much easier to get lost in the vintage nostalgia of years past than to live in the present. But Candy Crush Saga never got the memo. How can Candy Crush Saga spark Gen Z’s interest and encourage them to play?
Candy Crush Saga is bringing all of the fun of retro gaming to vintage-loving Gen Z.
Introducing Candy Kingdom Crawl, a worldwide bar crawl tour starting in New York City that gives Gen Z the opportunity to experience Candy Crush Saga in the real world with their friends for a multi-player social experience they can’t find anywhere else.
My Role: Concepting, strategizing, mock-ups and art direction.
EXPERIENTIAL: CANDY BARCADE
Experience Candy Crush Saga in real life, where each bar is a different level to unlock.
Candy Barcade
The bar crawl starts out at the original bar arcade, Barcade in Williamsburg in New York City! Each bar corresponds to a level within Candy Crush with matching decor and candy themed cocktails - perfect for insta-worthy moments.
All participants must download the Candy Crush Saga app to enter.
Candy Crush Saga will replace classic arcade games such as Pacman, Sonic and Dance Dance Revolution, with each bar offering the next level of Candy Crush Saga on retro gaming systems. Gamers must unlock the next level of Candy Crush Saga to receive the location of the next bar.
At the next bar, participants will receive two free drinks as an incentive to keep playing.
SOCIAL: INSTAGRAM, tiktok & SNAPCHAT
Gen Z loves to post their night out, so we’re giving them even more reason.
Spreading the Word on Social
Influencers will amplify the message from @CandyCrushSaga’s official invite, making appearances at the event and livestreaming it on TikTok.
User Generated Content
Obtain exclusive game boosters when you post to social media! Attendees are encouraged to use #CandyCrushSaga in their posts and stories.
Candy Mountain Village Map
Players will be able to keep track of their friends and teammates through the Candy Crush mobile map and are encouraged to link their Snapchat and Bitmoji for a more social experience.
The map will also serve as the level/bar guide for players throughout the night.
PUBLIC RELATIONS: PRESS
Get the inside scoop on the most splendid night!