Candy Crush

All Stars

The challenge

Turning Play Into Spectacle

Candy Crush Saga is an icon of the gaming world. But for the fourth All Stars in-app tournament, they wanted more than just players. They wanted a spectacle. King challenged us to ignite the same thrill found in major league sports and drive competition for a massive $1 million prize pool.

Sense the

Opportunity

A digital-only tournament lacks the physical roar of a stadium or the grit of a championship pitch.

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But the Candy Crush audience have a fascination with the high-stakes "arrival moments” of superstar athletes.

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To bridge the gap between digital gaming and physical sports, we needed to transform a mobile tournament into a "big game" event. This meant leaning into the drama of a championship showdown.

The world’s biggest mobile game needed a championship moment.

Sweet Just Got Serious

Shape the Concept

Our solution was to channel the energy of a superstar athlete arriving for a championship match. We paired WWE legend John Cena with viral TikTok sensation Frankie LaPenna for a real-life showdown that defined our arrival concept.

To ensure the vision was unmistakable, we built a bespoke, candy-inspired set and a branded coach, proving that "Sweet Just Got Serious." A squad of 12 sports-focused creators then amplified this narrative, using branded audio to spark FOMO across TikTok and YouTube.

Scale the impact

How we made it BIG

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We turned the volume up by dominating the physical and digital worlds. All Stars content took over iconic billboards in Times Square and the Moxy LA, solidifying a "big game" feel.
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