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.