King Digital Entertainment launched the latest installment of its global mobile gaming phenomenon, Candy Crush, in London last week with a specially-built adult bouncy castle, ‘Bouncingham Castle’.
Billed as the world’s first super-sized, multi-sensory bouncy castle especially for grown-ups, the installation opened on London’s Southbank to celebrate the launch of Candy Crush Jelly Saga. Adult passers-by and game fans were invited to fully immerse themselves in the competitive game modes as they take on the Jelly Queen in her royal residence and jelly-themed world.
Singer, presenter and Candy Crush fan Alesha Dixon was on hand to illuminate ‘Bouncingham Castle’ and be the first to show off her “jellylicious” moves.
Bouncingham Castle encompassed a range of multi-sensory elements, emitting fragrant, raspberry jelly-scented clouds from within its walls and making noises from the game when jumpers bounce on certain candy squares.
Andreas Olofsson, Lead Producer on Candy Crush Jelly Saga, commented: “This is the perfect setting to bring the new competitive play of Candy Crush Jelly Saga to life as we give the public a chance to show their best moves, bounce and reign supreme over the new in-game opponent, the Jelly Queen. A fitting celebration that embodies the excitement and fun that we aim to achieve in our games.”
The castle, which appeared to be made up of hundreds of blocks of raspberry and lime jelly, stands at seven metres high and eleven metres wide, as tall as a house and the length of a double decker bus. It took a team of 25 people from Global brand experience agency Jack Morton Worldwide, who worked with integrated communications agency Brands2Life and PR agency TVC on the campaign, six weeks to put together.
It was open to the public from Thursday March 3rd 2016 to Saturday March 5th.