Hosted over a two-day period in London's Soho neighborhood during June 2017, the Candy Crush Cafe is a clever interactive brand activation where guests were able to play a board game version of the popular gaming app. In addition to playing the board game version of Candy Crush, the pop-up cafe also served a variety of game-themed food and drinks and was accessible to individuals 18 years of age and older.
The Candy Crush Cafe in London served up game-themed cocktails, wines, beers and soft drinks, while sweets were available from London bakery Mary Lou's Bakehouse in the form of rainbow cakes and cupcakes topped with giant lollipops, striped candy and popping candy. The pop-up also featured a roaming DJ and offered over five floors of adult-sized games.
What's Driving This Trend
- Brand Activation Pop-up Events
- Create interactive brand activations in unique and engaging pop-up spaces to captivate audiences and build brand awareness.
- Game-themed Food and Drinks
- Combine the popularity of gaming with culinary experiences by offering game-themed food and drinks to create an immersive and memorable experience for consumers.
- Adult-sized Games
- Tap into adult nostalgia and create larger-than-life game experiences that provide a fun and unique form of entertainment.
Who This Affects Most
- Hospitality
- Hotels, restaurants, and event spaces can offer pop-up game-themed cafes to attract customers and provide a unique dining experience.
- Gaming
- Gaming companies and app developers can partner with food and beverage establishments to create game-themed menus and experiences to engage gamers.
- Event Planning
- Event planners can organize and execute brand activation pop-up events to help companies generate buzz and engage with their target audience.
