Taste The Music

Candy Crush Music Season returned this year, and we brought out the playful side of music!

Kicking off with the return of its annual in-game Music Season tournament, Candy Crush dropped a one-of-a-kind playable music video set to a Thundercat remix of Diana Ross’s iconic Upside Down.

To bring the fun to every sense, we also released limited-edition lollipops that used bone conduction tech to let players taste the track — flipping how people experienced music in a way only Candy Crush could. 

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  • The Lollipops

    A first-of-its-kind crossover of music, gameplay, and tech, with many noting they had never seen anything like this.

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  • The Reaction

    Generating 1.17B media impressions, 31 total earned placements, including 8 tier-1 placements (in Complex, Uproxx, Rolling Stone, & more), the campaign successfully expanded Candy’s earned media footprint, unlocking new audiences.

The Results

31

Total pieces of coverage

8

Tier 1 pieces of coverage

1.17B

Earned Impressions

Next

method - The Shift