King Celebrates Candy Crush Soda Saga Launch in London, NYC

King recently celebrated the launch of Candy Crush Soda Saga on Facebook and mobile devices in a big way, by partnering with pop star Nicole Scherzinger to trigger a soda fountain display in the River Thames in London. The event saw giant illuminated replica candies floated under the Tower Bridge, while a seven meter high Candy Bear was lifted 20 meters into the sky to represent the game.

The celebration didn’t stop there, though, as King also partnered with actress and model Molly Sims to release the “soda” in New York. These events are being followed by a major marketing campaign across the world where “major city locations and transport hubs” will be transformed to celebrate the game.

Candy Crush Soda Saga is the sister title to the immensely popular Candy Crush Saga. It adds a new purple soda mechanic to the game, as users burst candy soda bottles to fill the screen’s background and transform the way additional candies enter the screen.

Candy Crush Soda Saga was released on Facebook in late October, and hit iOS and Android devices on November 11. As of this writing, the game is the No. 3 top free app, and the No. 5 top grossing app on iTunes.