Entertainment

Candy Crush Friends Saga Launch

Simple

How do you launch the biggest mobile game in the world?

Creative

By lighting up the New York skyline with a record breaking live gameplay experience of the newest installment of the Candy Crush franchise, Candy Crush Friends Saga

More than 500 fans and celebrities gathered at Brookfield Place, New York, to see the stunning new 3D world and characters in Candy Crush Friends Saga, brought to life on a 26-storey canvas, helping to set a new world record for the largest architectural projection-mapped game ever

VIP celebrities including Chloe Moretz, Emily Ratajkowski, Vanessa Hudgens and Ashlee Simpson joined lucky Candy Crush fans, walking a 120ft pink ‘Candy Carpet’ before playing the new game as the audience watched the building react to every match and swipe

And if the night wasn’t sweet enough, a surprise DJ set from Lil Jon played out to the crowds with a thirty-minute performance as the characters danced on the building before it erupted into a magnificent ‘candyworks” display

Impactful

2.3bn Impressions generated through 127 stories across UK and US Media off the back of the launch of Candy Crush Friends

26 Storeys of skyscraper Brookfield Place which were lit up by Candy Crush gameplay and new in-game animations

77 Media attended the New York launch event

10m Downloads of the game in the first week, outdoing expectations and targets

1.6m Listeners reached through our media partnership with NYC’s #1 radio station Z100 through 65 thirty-second broadcast spots

Launch Event Highlights Video

Launch Event Gallery