CANDY CRUSH
SWEET SEAT
INSIGHT
Consumers have long had a fascination with…or dare we say an obsession with, the weird, the wacky, the wonderful. It’s the stuff that binge-worthy Buzzfeed roundups of useless inventions were made of.
Well, sometimes weird things let you put the fun back in function.
So when Candy Crush realized that the bulk of their consumers are facing a bleak and annoying new reality when it comes to daily transportation, they knew they had to step in with a seriously sweet solve.
Because it turns out a large number of players play while on the subway (bc you can crush levels without a wifi signal). And it also turns out today’s subway commuter is dealing with a brutal lack of seating on the new cars being rolled out, especially in NYC during rush hour.
IDEA
Candy Crush’s solution?
Enter the Sweet Seat. A fashionable, yet highly practical, wearable seat perfect for Crushing on-the-go. Pulling from the bright in-game colors and iconic shapes, Sweet Seat gives players the ability to wear their favorite candies IRL.
And who better to bring it to life with than celebrity designer Christian Cowan? Known for his bold and unexpected collections and roster of clients including Lady Gaga, Lil Nas X, Kylie Minogue and more, Cowan worked with Candy Crush to put his playful and humorous touch on the Sweet Seat, bringing it to life in a way that didn’t compromise fashion for comfort, complete with a seriously Candy-tastic side of camp.
The partnership led to the launch of 30 limited edition sweet seats, which were available for purchase on Cowan’s site, and we rolled it out with a 360 campaign that delivered some major FASHUN content and social assets. Sweeeeeet.
RESULTS
Media in the US + UK lost their mind for the collab and consumers did too with the collection sold out in minutes and the campaign brought in a whopping 998M+ impressions, with key features in outlets including WWD (print and online), the New York Post, Daily Mail, Distractify and more.
