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.
But the Candy Crush audience have a fascination with the high-stakes "arrival moments” of superstar athletes.
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
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.
Through strategic paid placements on TikTok TopView and YouTube Shorts, we transformed cultural energy into commercial impact.
The Results
46M
Video Plays
51M
Engagements
14
Pieces of Content
