CANDY CRUSH
SAWEETIE’S HEIST
INSPIRATION
Every year, Candy Crush hosts a global competition - All Stars, to celebrate the best of the best when it comes to mobile gaming.
And what we love is, this competition has nothing to do with physical strength or endurance - it all comes down to how hard you can crush levels, no matter your traditional athletic prowess.
IDEA
To celebrate the launch of this year’s season, we decided to create the ULTIMATE prize for players - Candy Crush championship rings, created in partnership with Atlanta jewelry powerhouse (and jeweler to stars like Drake and Offset) IceBox. Think bejeweled Superbowl-esque rings, dripped out to the max in precious stones.
But how could we bring these rings in all their blingy glory to life? By teaming up with rapper Saweetie, aka ICY GRL, to develop some content to highlight the contest and push it out on social.
RESULTS
Over 2 billion impressions in top-tier outlets across the US and UK including E! Online, Popsugar, Essence, Blavity and more.
Additionally, we got 13 million impressions on social (and counting) by pushing out the content on brand and partner channels.
Sweeeeet.
