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NEW YORK—Last week, visions of lollipops danced above New Yorkers’ heads. No, it wasn’t some trippy holiday display. It was part of Candy Crush Saga’s 10th anniversary celebration.
On Nov. 3, the popular mobile game lit up the New York City skyline over the Hudson River with 500 synchronized, pre-programmed drones that recreated iconic symbols from the game.
Plus, the Battery Park Esplanade in downtown Manhattan was transformed into a “candified carnival” where visitors could watch the drone show, as well as enjoy a live DJ; a giant ball pit with slides and Candy Crush-inspired, colorful bomb balls; games; and bespoke Candy Crush-themed food and drink, including glow-in-the-dark cotton candy and branded marshmallows at a hot cocoa bar. Guests could also play Candy Crush on tablets throughout the space, plus interact with an augmented-reality (AR) game and illuminated TikTok booth. More than 1,000 people attended the one-day event.
“We needed to execute something huge that would captivate a global audience, and what is a more larger-than-life experience than showcasing the iconic elements of the game above the world’s most iconic city skyline?” said Andrea Nirsimloo, the president at M&C Saatchi Sport & Entertainment North America, which was tasked with handling public relations for the event.
“For 10 minutes, candies were crushed at over 1,000 times the size seen on a mobile phone by 500 perfectly synchronized drones,” Nirsimloo explained. “Our production partner, Pixis, spent months collaborating with us and leveraged the full breadth of their engineering and design expertise to deliver one of the most sophisticated and vibrant performances they have ever executed.”
But not everyone thought the drone stunt was sweet. New York State Senator Brad Hoylman, who has shepherded a bill to cut down on the use of drones and helicopters, called it a “commercialization of our public spaces,” tweeting that "it's outrageous that the FAA and the State of New Jersey would allow a massive profit-seeking drone show that threatens the public safety, wildlife, and peaceful enjoyment of New York City's waterfront.” Others pointed out the potential impact to migratory birds that fly over the city, which can become disorientated by objects such as drones.
Although New York City law bans drones within city limits, the Candy Crush show took off from Liberty State Park in neighboring New Jersey and avoided crossing state lines. New Jersey also restricts drones from flying in its state parks, but Pixis was granted a special permit to launch the flying devices.
“We worked in close collaboration with all local and governing bodies, including the [Federal Aviation Administration], to ensure that this event followed all the correct protocols, and have all the necessary permits to host this event safely and responsibly,” Nirsimloo said in response to the backlash.
She added that the planning process took several months, working with King (the game developer behind the Candy Crush franchise) and the Pixis drone production team with “many rounds of creative ideation, renderings, and back-and-forth to tweak every element to ensure the results accurately and artistically reflected such an iconic game.”
Scroll to see more of Candy Crush Saga’s 10th anniversary celebration…