APPtitude: Candy Crush Saga

Background

Candy Crush Saga is an addictively simple game that challenges players to match three or more pieces of candy in a row.  That’s it…well except for the seemingly never-ending number of levels (as of now, there are 385).  Further, the game has integrated pay-to-play technology that allows users to make in-app purchases to continue playing or buy booster candies.

Candy Crush by the Numbers

  • It is the number one app on Facebook with 45.2 million active players
  • On mobile phones (iOS and Android), Candy Crush is the number three most downloaded app
  • The game is played more than 600 million times on mobile devices each day

Why does this matter?

Many mobile apps hit a popularity peak, and struggle to sustain that popularity.  Candy Crush, on the other hand, has steadily been increasing in popularity since it’s launch in April 2012, and shows no sign of slowing down.

What does this mean for brands?

Candy Crush’s simplicity, pay-to-play features and expansive number of levels, means players can’t – and won’t – stop crushing candy.  The game’s mix of digital ingredients and subsequent popularity demonstrate the impact of keeping consumers engaged in an ever-changing digital world.

 

Feature photo credit: itunes.apple.com

Social Media, Branding Superhero

Inc. Magazine recently featured a post about whether social media is more advertising or PR. The author believes that social media can be either, depending on a marketer’s goals or objectives. My Millennial opinion: Social media is its own entity.

PR is message and communication management, a key aspect of social media. Advertising is focused on business strategy and achieving measurable results based on set objectives. Any social media promotional campaign that depends on conversion as a success factor harnesses the skills of advertising.

I agree with the author that social media can be what a client needs it to be and can lean toward PR or advertising, depending on the objective. But, as a whole, social media is the future…happening now.

The fact that social media can tackle the demands of PR and advertising in one fell swoop gives it a power that neither PR nor advertising can have on their own. It’s a medium that gives anyone the power to become a brand — and that’s exactly how my generation is using it.

We are setting the future of business by branding ourselves without the assistance of PR or advertising, but instead using social media. And thanks to this special medium, when consumers set trends on Facebook, Twitter or the like, brands tend to follow in their footsteps. If you’re wondering who is really in control…look no further. Consumers and Shoppers. They hold the power in today’s dynamic retail ecosystem.

And mark my words, the more prominent social media becomes, the more brands will begin to test its limits in ways no one could ever imagine with PR or advertising alone.

Feature photo credit: ViralBlog