- Mobile game Candy Crush Saga is teaming up with the Jonas Brothers for exclusive in-game experiences promoting the band’s latest album, “The Album,” and upcoming tour, in keeping with a press release.
- For the effort, the three members of the Jonas Brothers will turn out to be “candified” game characters from May 8 through May 28, a period inside the app called Music Season. Today (May 11) players may take heed to latest tracks “Summer Baby” and “Sail Away” 24 hours before the songs can be found elsewhere.
- The tie-up also features a promotional video and a Candy Crush-exclusive remix of the band’s single “Waffle House.” The game continues to be popular, having celebrated its 10-year anniversary last 12 months and surpassing 3 billion downloads since its 2012 release.
The first stop on the Jonas Brothers’ upcoming tour is in the world of Candy Crush for a tie-up that sees the band angling to capture the attention of the mobile app’s massive user base, a lot of whom might recall the band’s early days which coincide with when Candy Crush was on the rise in the early 2010s.
Indeed, the Jonas Brothers harken back to what could possibly be nostalgic for many, noting in press materials that they’d play Candy Crush during downtime on set. In a promotional video, the group jokingly refers to playing the game as an incredibly serious aspect of their lives, with Nick Jonas noting that it was what they were placed on Earth to do.
Through May 28, the gamified Jonas Brothers will join players during gameplay on the Music Tour Bus for a series of events and challenges that yield guitar candies that may be traded for in-game rewards. The tie-in could prove effective in generating buzz around the band’s album and upcoming tour, its first since 2019. Even ten years after its founding, Candy Crush is a well-liked app, pulling over 200 million monthly lively users and claiming rights as the top-grossing game franchise in U.S. app stores for greater than five years, per release details.
For Candy Crush, layering in musical experiences similar to with the Jonas Brothers could help immerse and attract consumers to the game, and it’s definitely not a latest strategy. For its anniversary celebration last 12 months, for example, the game introduced 12 latest audio tracks recorded with a live orchestra at Abbey Road Studios in London. Such experiences align well with the app’s overarching strategy, in keeping with Fernanda Romano, CMO at King, which owns the Candy Crush franchise.
“As we rejoice King turning 20 this 12 months, and proceed to drive the Candy Crush franchise forward, we’re excited to create an area for curated music experiences and exclusive content, in addition to provide our players worldwide with latest immersive ways to play and have interaction with the game,” Romano said in press materials.
Gaming continues to present opportunities for marketers, with about two-thirds of U.S. consumers reporting that they’re gamers in some capability, and more specifically, mobile devices have risen to be the hottest format for gameplay. Still, despite gaming’s potential, the space presents obstacles for those seeking to move beyond more opportunistic strategies toward an experience that actually generates value.
For musicians, experimenting with latest ways to succeed in audiences is especially necessary as a former business model that relied on radio is now outdated because of the rise of streaming. As a result, several artists, including the Jonas Brothers, have centered efforts around digital, with many resorting to social media platforms like TikTok to get the word out.
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