Candy Crush — R U Crush Proud?
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Candy Crush — R U Crush Proud?
Unlocking a new level of play
Candy Crush “R U Crush Proud?” campaign turned Halloween into a fun, shareable experience, connecting with NYC fans and sparking online buzz. The approach blended in-person moments with social, creators, and media outreach.
We delivered a one-day, appointment-only salon in Brooklyn serving 34 candy-inspired hairstyles, fully Instagram-ready. Social posts, nonstop Stories, 5 NYC influencers, press, and community emails kept the buzz alive online and offline, making it a fully booked, culturally resonant event.
The Challenge
The challenge was to spark social buzz, cement cultural relevance, and keep brand momentum alive through a timely IRL activation.
We brought Candy Crush’s “R U Crush Proud?” campaign to life with a one-day, appointment-only salon in Brooklyn, serving 34 candy-inspired hairstyles. Social, creators, and media amplified the fun, keeping the sweet buzz alive online and IRL.
The R U Crush Proud? campaign celebrated Halloween with a one-day, appointment-only salon in Greenpoint, Brooklyn, delivering 34 candy-inspired hairstyles. The activation was designed to be immersive and shareable, giving attendees a unique, memorable experience while naturally driving buzz both on-site and online.
We spread the buzz across social, creators, and media. On Instagram and TikTok, 19 posts plus nonstop Stories teased the event for eight days. 4 content creators and 5 NYC influencers joined in, showing off the campaign’s vibe to their audiences. Press outreach, post-event recaps, in-game video content, and emails to the brand community kept the excitement going far beyond the salon.
With appointments booking up quickly, attendees couldn’t stop sharing their candy-inspired looks online. Social buzz stayed high leading up to and after the event, keeping the campaign top of mind.
Creators and media coverage amplified reach even further, helping the brand connect with both new fans and loyal followers. Across channels, the campaign left a memorable, multi-layered impression that really resonated with audiences.
