Candy Crush is teaming up with the Jonas Brothers for a series of new gaming experiences ahead of the band’s new album. In promotion of the Gen Z and Millennial-loved band’s new album (actually called The Album) and accompanying tour, the three brothers are being transformed into “candified” versions of themselves within the mobile gaming app. In an ad campaign, the Jo Bros reveal that they grew up playing Candy Crush and spent many moments on tour competing against one another for the highest score. Through May 28, the Jonas Brothers will appear in the game during what the app is calling Music Season. Candy Crush also released an exclusive remix of the band’s single “Waffle House” and gave players special access to the band’s new tracks “Summer Baby” and “Sail Away” 24 hours before the songs were released on any other platform. YPulse data shows the decade old game is still going strong—Candy Crush is among Gen Z, Millennials, and Gen Alpha’s top 10 favorite video games. (Marketing Dive)
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