5 weeks, 40,000 samples, 200 million active users – and these are just a few of the highlights from a recent collaboration between Prada’s fragrance brand, Prada Candy and beloved Activision Blizzard mobile game, Candy Crush. Recently, Prada Candy became the first beauty label to launch a mini-game in Candy Crush, yielding show stopping results, showcasing the superpower of mobile gaming and the potential for brands to tap in. You could say they [candy] crushed it.

Adweek is joined by Claire Nance, Head of Global Communications and Industry Marketing at Activision Blizzard in conversation with L’Oreal’s Nobles Crawford, Assistant Vice President, Consumer Activation – Couture Beauty as they dive into the genesis and results of the campaign, the value of playable ad formats and meaningful brand partnerships, in addition to some best practices and advice for brands looking to activate in mobile gaming.