The World Surfing League (WSL) is partnering with Candy Crush for competition promotion. Players of Candy Crush Soda Saga will be seeing lots of surfing content for the next month leading up to the Rip Curl WSL Finals. The collab hopes to not only draw more viewers to the surf event through a limited-edition-in-game tournament, but also to expand Candy Crush’s reach with in-person brand experiences. Plus, to promote the campaign further, TikTok creator Kyle Gordon will be taking on the persona of Crush Sodason for content on TikTok and Instagram—another way for both WSL and Candy Crush to reach teen consumers specifically. YPulse data shows in 2022, Candy Crush was a top favorite video game for both Gen Z and the young children (some being Gen Alpha) of Millennial parents, so the game’s reach is not to be underestimated. (Marketing Dive)
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