Closing down a stretch of Broadway near Union Square, King launched its mobile game Candy Crush Soda Saga with a public performance that recreated the game's visuals to New York's streets.
Called "Release the Soda," the nighttime event drew onlookers who stood behind barricades to watch the elaborate performance. King's guests entered through a tent, where hot chocolate was served, and could exit for to a blocked-off section of street where they had the best views.
In the scene, actors posing as New York City residents—a police officer, shoppers, a mom with a baby stroller—wore oversize candy heads similar to pieces in the game. As they bustled about, a road crew jack-hammered a pipe. When it burst, fizzy purple soda arced through the air and landed on a taxi cab, turning it from its iconic yellow to the game's signature purple hue. Adding to the scene, purple soda bubbles were projected onto the façades of the buildings lining the street.
The scene ended with a 20-foot illuminated candy bear floating down the street, which called to mind both the Macy's Thanksgiving Day Parade and the Stay-Puft marshmallow man from the movie Ghostbusters.
Following the performance, invited guests walked to the nearby W New York—Union Square hotel for a reception. Roving staff carried iPads loaded with the game and offered guests instruction on how to play. A custom vending machine also displayed a new line of Candy Crush-theme consumer products such as nail polish.
Jack Morton Worldwide produced the event, which took place November 20.
