Best Gaming Campaign - Billion Dollar Boy & Candy Cave UK | GIMAs 2023
Candy Cave UK x Billion Dollar Boy
Billion Dollar Boy masterfully understood and tapped into its target audience with this campaign for Candy Crush UK.
To celebrate the 10th anniversary of the Candy Crush Saga brand, Billion Dollar Boy was tasked with increasing brand perception and attracting a new generation of ‘crushers’ to the game. Billion Dollar Boy executed this by activating the brand’s first-ever creator-led campaign, selecting some of the UK’s most popular creators.
With the creation of the Candy Cave series, content creators were brought in to pitch their ‘funtasies’ in a Dragon’s Den-style setting. The content connected well with Gen Z and Millennial audiences, and racked up millions of views on YouTube. Overall, the campaign triumphantly boosted brand awareness and perception, helping to usher in a new era of players and success for the brand.
Interviewer: Jack Shute
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