In order to engage a new audience of mobile game enthusiasts, we strategically identified the need for a fresh approach. Collaborating with King, we devised an unconventional campaign that made use of our internal connections at Amazon. This allowed us to rebrand over 15 million Amazon boxes to effectively raise awareness of our new venture into mobile gaming and engage customers at a unique touch point with the brand.
In partnership with
To grab customers' attention, we crafted an eye-catching box design that was impossible to overlook. The entire box was designed with familiar candy-themed visuals from Candy Crush, not only capturing customer attention but also infusing an element of fun. A straightforward headline drew a clear connection between Prime and Candy Crush, making the message easily to understand.
When customers open the box, they would see a secondary message and a QR code to scan on each inside flap.
We accompanied our physical marketing effort with the launch of a digital campaign aimed at enhancing frequency and extending the campaigns reach among our target customer base. This campaign strategically leveraged the popularity of the three most well-loved King games: Candy Crush, Candy Crush Soda Saga, and Farm Heroes Saga.
To extend the campaign's success beyond its activation period, we formed a strategic partnership with Whole Foods. We positioned in-store advertisements in and around candy aisles, creating a connection between candy enthusiasts and mobile gamers to enhance relevance and impact.
We designed a unified landing page, simplifying the process for customers to access information and engage with our campaign-related offers. We strategically positioned multiple Call to Action (CTA) buttons on our homepage, enabling customers to easily explore and discover other relevant offerings.
To help drive repeated customer engagement during the partnership, we developed a set of straightforward retargeting ads to keep customers informed about the latest Candy Crush drops as they occurred.