American singer Meghan Trainor is debuting the music video for her new single "Made You Look" exclusively on Candy Crush Saga for 24 hours, beginning 20 October. Trainor will also be transformed into a "Candified" character for an immersive in-game takeover.
Players will be able to swipe along with Trainor, unlocking a variety of special treats and boosters. Her voice will be heard throughout gameplay, saying iconic phrases such as "Sweet!" and "Tasty!". Behind-the-scenes footage from the "Made You Look" music video will also be available exclusively within the app.
Meanwhile, the Candy Crush Saga-inspired music video follows a day in the life of Trainor as she gives fans a look into her role. The video also includes surprise cameos from her friends including TikTok personality Chris Olsen. MARKETING-INTERACTIVE has reached out to Candy Crush Saga for additional information.
Fernanda Romano, CMO at Candy Crush Saga developer King Digital Entertainment, said the collaboration is a unique one and her music is uplifting and provides listeners with a "sweet escape". "As part of our 10th-anniversary, we're excited to celebrate with our players around the world through exclusive content, as well as more fun surprises to come," Romano said.
According to Candy Crush Saga, the game was downloaded over three billion times since it launched in 2012. At the end of last year, it was one of the top-grossing games in the US app store. Trainor said she is a big fan of Candy Crush Saga and between the bright colours of the game and providing players with a fun escape from reality, the game was the perfect inspiration.
While this might be the first time Candy Crush Saga is being used to launch a music video, the game has previously collaborated with celebrities to delight players. Last year, it brought on board American basketball player LeBron James and the Tune Squad for The Space Jam: Tune Squad Takeover ahead of the film's launch.
The characters were available to play from level 25 for free in Candy Crush Saga from 6 to 19 July and A Space Jam: A New Legacy-themed season pass was also available in Candy Crush Soda Saga from 8 to 29 July last year, where players collected basketballs to progress through the season. Separately, King was acquired by Activision Blizzard in 2016 for US$5.9 billion.
Meet Asia’s top PR and communication leaders in-person. PR Asia sets the stage for the future of purpose-driven contemporary PR. Join us on 9 November as we gather Asia’s top PR and communication practitioners in-person in Malaysia. Deep dive into the next necessary steps for PR as we head towards 2023. Only at #PRAsia.
Get the daily lowdown on Asia's top marketing stories.
We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.subscribe now open in new window