King, publisher of the popular Candy Crush Saga franchise, has rolled out the latest iteration of the hit game to over 20 countries simultaneously.
Candy Crush Soda Saga is supported by a global ad campaign centred on a 60 second promo conceived by WCRS which depicts a woman transforming a humdrum day into a psychedelic experience courtesy of a play of the colourful title.
This followed a simultaneous launch on London's Tower Bridge and New York's Broadway at which jets of purple soda were fired into the air.
Richard Vincent, senior vice president of consumer of digital marketing, EMEA, Jack Morton Worldwide, commented: “Candy Crush has reached iconic status in the social gaming world. As the franchise is extended to Candy Crush Soda Sage this iconic status requires a spectacular launch, so we’re very excited to have been able to help King create such an experience and one which only Candy Crush Soda Saga could deliver.”
In tandem with this a number of outdoor displays will be used to reinforce the launch to commuters in London, New York, Sydney, Paris with a social media campaign geared toward driving game downloads running across Apple, Google and Facebook networks.