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A digital-only tournament has no stadium and no crowd, and Candy Crush needed one to feel like an event.
Somebody asserted the problem rather than a document recording it. Who said it, and whether they had a stake, is named below.
How we know
"A digital-only tournament lacks the physical roar of a stadium or the grit of a championship pitch." The fix was a built candy-inspired set, a branded coach, 12 sports creators and billboard takeovers in Times Square, around a $1,000,000 prize pool.
| Who says so | The bCreator Awards, independent, which gave it Gaming Campaign of the Year 2024. Variety and Global News separately covered the $1M prize. Read it |
|---|---|
| A second source | bCreator Awards site independently confirms Billion Dollar Boy won Gaming Campaign of the Year 2024 for the Candy Crush All Stars 'Sweet Just Got Serious' campaign. |
| What the agency was asked to do | Not published as a brief. On record: the task was to make a digital only tournament feel like a stadium event, around a one million dollar prize pool and a fixed tournament date. |
| How the agency was picked | Never researched |
| How that happened | Not researched |
| Recorded as | King / Candy Crush Saga (Activision Blizzard (Microsoft)) |
Every other case where they needed the skill once →
The other 4 cases where a brand hired Billion Dollar Boy →
← Every caseEvery case here carries the one link that proves it, and names who said it. Where that is the agency describing its own win, the card says so rather than hiding it. Cases where nobody ever documented a reason are not on this page at all. Brought to you by Influencer Advisory, your influencer marketing partner for supplement, health and beverage brands.