Tonight, I’m lighting my annual memorial candle to honor the 8th anniversary of the passing of the Mario Lopez one-season Candy Crush show on CBS.
In nine glorious episodes, seemingly longer than most CMO tenures, contestants flailed at wall-sized smartphones in what Lopez dubbed “full contact Crush.”
What many big mobile gaming brands, such as Monopoly Go and Royal Kingdom, misunderstand is that TV ads featuring celebrities are not enough. Like Riot’s Arcane, the key is to integrate the product so profoundly into the ad that it’s practically invisible. And we can’t just count the download lift, proper attribution includes the real-time increase in spend during the show’s timeslot airing.
Look forward to next month, when we’ll be holding another memorial for the 9th anniversary of the passing of Dice with Ellen.