Candy Crush Music Season- The Jonas Brothers

The Romans wanted to create buzz-worthy content that would attract media coverage and drive engagement and downloads of Candy Crush Saga across US and UK users.

Not only did we need to introduce this new Jonas Brothers collaboration with Candy Crush Saga, but also reposition the app as not just a game, but a market for top-tier exclusive songs and other content for A-lists artists like the Jonas Brothers and several more in the future.

The Jonas Brothers have previously released video announcements for album releases. They are also artists with a massive global audience, and have evolved to exude star power.

We were inspired to leverage the mechanism of their video announcements – alongside the charisma and confidence they have with their fans –  to promote this exciting partnership announcement and thereby breathe new life into a classic cultural touch point.

We created something Jonas Brothers’ die-hard fans would instantly recognize as authentic to the brand they love, knowing that this content would be distributed across the official Jonas Brothers account as well as Candy Crush Saga.

We created an ad that didn’t feel like an ad by centering the narrative on the Jonas Brothers’ new album. This narrative was agreed upon and created in tandem with talent and ultimately led to a buy-in that maximized their participation and willingness to shoot the spot.

We were able to capture a large amount of assets for socials, national spots, and giveaways all in 5 hours.

We filmed and delivered (1) Hero Video with (3) cutdowns to be distributed across a myriad of global platforms.

Our Guitar Giveaway and Candification videos were turned into national spots.

To date, The Romans PR has secured 50 stories with 1.15B+ total impressions across editorial and social (not inclusive of press pick-up)

High engagement and attention to detail from viewers in the comment section demonstrated our content’s appeal to the masses; with many users commenting on how they feel reinvigorated to play the game & inspired new users to download the app