In pictures: Candy Crush Soda Saga global launch

King Digital Entertainment enlisted agency Jack Morton Worldwide to produce simultaneous stunts in London and New York for the launch of its latest gaming offering, Candy Crush Soda Saga.

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To mark the occasion last night (20 November), popstar Nicole Scherzinger helped to activate a soda fountain display, turning the River Thames in London into a sea of 'purple soda'. Journalists in London were taken on an exclusive Candy Crush voyage on the Silver Sturgeon river yacht, experiencing the Candy Crush Soda Saga takeover of Tower Bridge. 

Jets of purple Candy Crush Soda, measuring 25 metres high, were fired into the sky which propelled a seven-metre-high Candy bear through the iconic London landmark.

Candy Crush’s takeover in New York, in Broadway, involved American model Molly Sims and consisted of fire hydrants erupting and shooting Candy Crush 'soda' across the destination, causing a yellow cab to turn purple. An influx of Candy Crush characters also took to the streets, including candy-headed street vendors, a jelly bean dog, a ‘colourbomb’ NYC cop and a cyan candy bottle-headed skateboarder. Their appearance culminated in the entrance of a six-metre glowing candy bear.

The brand has said the activations will be followed by a high-impact marketing campaign in major cities across the world, in which certain locations and transport hubs will be transformed.

Richard Vincent, senior vice president, consumer and digital marketing EMEA, Jack Morton Worldwide, said: "Candy Crush has reached iconic status in the social gaming world. As the franchise is extended to Candy Crush Soda Saga, 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."

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