CANDY CRUSH
OVERVIEW Candy Crush has become the sweetest social game with more than 19O million players. It is a puzzle game that challenges users to mix and match types of candy in a row. The game was launched on Facebook in April 2O12 and on mobile in November 2O12 by King.com. Candy Crush is free but it allows the “addicts” to buy extra lives and boosters in order to continue passing the levels. It currently offers about 5OO levels, however, it keeps on upgrading each week. Candy crush allows a user to have up to five lives at a time. When the user has no more life; it takes 3O minutes for each life to be replaced or asking from Facebook friends to send. This is what makes the player become anxious so much that his/her adrenaline starts pumping until they can play again
MARKETING OBJECTIVES
• To raise game loyalty by 15% in three months • To raise app downloads by 10% in two months • Become number one game app in the Top Charts in two months
MARKETING MIX PROMOTION
• Print Ads • Outdoor Advertisement (bus, train and subway stops) • Web Ads PLACE
• Mobile devices • Tablets
PRODUCT
• Game app that requires users to mix and match types of candy in a row PRICE:
• Game is free, but users have the option to purchase in-app boosters and lives
PROBLEM Mobile games are a trend; users get tired of it after a while and pass to the next new game.
SOLUTION Candy Crush users need a constant reminder of how much fun it is. Maybe some users will get tired of it after a while but when they see the ad, they will remember of all the times the game saved them from complete boredom.
TARGET PERSONA
Michelle is a 29 years old female born and raised in New York City. Michelle is currently working in Brooklyn, which requires her to take the subway every morning and afternoon. That is a 40 min commute each way that can often get very boring. But the subway is not the only place Michelle gets bored at; she also works at a job she doesn’t enjoy very much and needs something to help her pass the time
level
65
is the bitterest level
70%
50
of users finish all the levels without
paying anything
million active
monthly users
1.7%
of users spend over
$1000
Being played
700 million times a day on
mobile devices alone
CONCEPT
The big idea of the campaign is to get people to play during those little moments when they need an escape like when they are at work, class, train, etc‌
TRAIN The target market spend a big amount of time on public transportation, such as trains and buses, on the way to work or school and back home
BUS STOP Some of our target market walk daily to school or work and back home
OUTDOOR
FACEBOOK Because Facebook on a Smart Phone is not enough for the daily gossip dosage. Candy Crush will target these women through the computer as well
SOCIAL MEDIA
MOBILE Women 25-55 years old, AKA the target market, have a Facebook acount linked to their Smart Phone and love to gossip through it many hours a day