The Candy Crush Castle is a Scented Bouncy Castle for Adults
Rebecca Byers — March 7, 2016 — Marketing
References: eventmagazine
In order to launch of the new Candy Crush Jelly Saga game, King Digital Entertainment recently hosted a multi-sensory activation in the form of the Candy Crush Castle, a giant bouncy castle. Located along London's South Bank, the Bouncingham Castle opening was hosted by celebrity guest Alesha Dixon and will remain open until Saturday, March 6, 2016.
Open to adults-only, the structure took a team of 25 people six weeks to create, using up 740-meters of fabric in the process. Various parts of the bouncy castle have integrated sensory elements, such as walls that emit particular scents like raspberry jelly and stepping on certain squares produces sounds users will recognize from the game itself.
The immersive activation is a great example of the shift toward engaging adult consumers with that recall the playfulness of childhood, as covered in Trend Hunter's Grown-Up Playtime.
Open to adults-only, the structure took a team of 25 people six weeks to create, using up 740-meters of fabric in the process. Various parts of the bouncy castle have integrated sensory elements, such as walls that emit particular scents like raspberry jelly and stepping on certain squares produces sounds users will recognize from the game itself.
The immersive activation is a great example of the shift toward engaging adult consumers with that recall the playfulness of childhood, as covered in Trend Hunter's Grown-Up Playtime.
Trend Themes
1. Multi-sensory Activations - There is an opportunity for brands to create immersive experiences that engage multiple senses, creating a memorable and interactive customer experience.
2. Engaging Adult Consumers - Brands can tap into the nostalgia and playfulness of childhood to attract adult consumers and create unique marketing activations.
3. Scent-based Experiences - Integrating scents into experiences can enhance immersion and create a stronger emotional connection with the brand.
Industry Implications
1. Gaming - The gaming industry can explore incorporating multi-sensory elements to create more engaging and immersive game experiences.
2. Marketing and Advertising - Brands in the marketing and advertising industry can leverage multi-sensory activations to create memorable brand experiences and capture consumers' attention.
3. Entertainment and Events - The entertainment and events industry can use scent-based experiences and multi-sensory activations to provide unique and immersive entertainment options for attendees.
4
Score
Popularity
Activity
Freshness
