Candy Crush Soda Surf Cup

A branded content gaming activation aimed at building new audiences and promote the WSL Championship Tour Finals with a first-of-a-kind game experience.

Challenge
Connect elite level high performance surfing a fun jelly candy collecting game without losing authenticity.

Solution
The World Surf League showcases the world's best surfers on the world's best waves all season long, culminating in the WSL Finals. World Champions are crowned in this one-day, winner-take-all showdown. Bring the competition to life in-game format offering fans of both Candy Crush Soda and the WSL the chance to compete and win with the Soda Surf Cup, while watching the pros do the same.

Creative

The Soda Surf Cup
A WSL surf-themed four-stage, funnel style tournament in-game featuring surfboard candies, a diorama of fan-favorites Soda Gummy Bears & Yeti riding waves. Players competed to win a custom surfboard shaped by Matt Biolos and signed by the WSL Final 5 athletes, plus a one-year supply of gold bars.

Results

2.3B Impressions Total
266M PR Reach
1M Social
57B Surf Candies Collected