king results
TRANSCRIPT
Userfarm Creative Concept
Creative Direction: Raphael Faeh
KING.COM
CONTEXT_ King.com is the largest skill gaming site in the world, where people can play free games online in competitive tournaments in a variety of categories such as puzzle, strategy, word, action, card and sports games. King.com developed Candy Crush Saga, a social game which more than 20 million people across the world play on Facebook, mobile and the web.
OBJECTIVE_ King.com requires video content to promote its Candy Crush Saga game on their online channels. The objective of our proposal is to crowdsource the production of the video campaign for Candy Crush Saga. Video clips will establish emotional involvement and engagement among the target audience by creating edgy and unique video clips of 30 – 60 seconds in length.
GOAL_ Create a crowdsourced video campaign for King.com that promotes and communicates the fun and challenge of the Candy Crush Saga with cutting edge video content. Highly sharable video clips will tempt viewers to try the game and invite their friends to the challenge.
OUR PROPOSAL_ We propose to launch a global video production contest, inviting videomakers, amateurs as well as professionals, to create a wide range of short and emotional video clips around a given creative theme and inline with Candy Crush Saga’s visual look and feel.
CREATIVE IDEA_ Real World Candy Crush
We enter world where different principles rein when we play any virtual game.
We ask our videomakers to reverse that fact and alter reality by applying the laws of nature of Candy Crush Saga to the real world. What will reality look like if the physics of the game govern the real world? Do people wearing red jumpers and sitting in a row disappear?
CREATIVE IDEA_ It will work because:
§ Rendering another sense of reality visible is deeply embedded in film and art.
§ It’s highly unexpected when modes, objects and processes that were designed for the virtual enter the real.
§ It an experiential form of explaining the game.
§ It's fun and full of surprise, just like the game itself.
§ Video can let the magic happen.
RATIONALE_ This is the best crowdsourcing model for King.com in order to get cutting-edge content because…
§ it makes the most out of the crowd's creativity.
§ thousands of creators have more awesome and diverse ideas of how the processes and object of Candy Crush Saga can enter the real world than a limited number of users.
§ this is global inspiration for a globally played game.
§ we tap into cultural richness.
§ ideas for videos will be diverse, personal and individual.
§ it is the most efficient production model: users whose ideas won’t be chosen don’t waste their resources on production.
§ it delivers high cinematographical quality.
§ activating Candy Crush Saga fans on Facebook to participate in the contest can increase diversity of idea submissions.
FINAL MASHUP_
People all over the world play Candy Crush Saga. A game that awakes and challenges our deeply rooted sense of order and arrangement has indeed cross-cultural relevance.
It’s the ideal product to also create an over-arching video that frames all the user generated clips and adds relevance. Userfarm can produce a master cut from all video contributions, selecting the best and most engaging submissions, featuring the most original entries uploaded by the Userfarm community, audio-visually linking the brand with its target audience and creating a lively, human and very original brand image. A short and crisp video enhanced with a voice over and supported by music leaves a final mark and underlines the key message.
RESULTS_ 24 hours = 41,000 video shares
King.com received over 60 videos and rewarded five filmmakers. 24 hours after posting the winning video on their Facebook Page engagement levels soared: more than 41,000 shares, 48,000 likes and 5,500 comments were registered (all organic, without any paid Facebook post promotion), making the video post the most successful Facebook post for Candy Crush Saga since two months.
