Observed Signal · Sep 10, 2026 · Partnership · Source: PocketGamer.biz · Impact: 2/5 · Sentiment: Positive
Mobile Gaming, Music Marketing, Partnerships Market: Candy Crush, Shania Twain, Zedd Launch 2026 Music Season
King's Candy Crush has launched its annual 2026 Music Season in-game event featuring Grammy-winning artists Shania Twain and Zedd. The event reimagines Twain's 'You're Still the One' with Zedd's production, accompanied by an interactive music video set in 'Candy Country'. The tournament runs in-game until October 4th, with an Expedition available from level 11. A music video, directed by Jonas Åkerlund, includes hidden clues for fans to discover in-game and online. Prizes include VIP trips to meet the artists on tour, signed bandanas, and items from the video. This marks the second year of Candy Crush's music-themed seasonal campaign, following last year's collaboration with Thundercat.
This partnership is a notable marketing campaign within the gaming industry, demonstrating a creative integration of music and interactive events. It is relevant to AdTech/MarTech as a brand marketing effort but is not a major industry shift.
Key Takeaways & Evidence Grounding
- Candy Crush's Music Season 2026 tournament runs in-game through October 4th.
- Shania Twain's 'You're Still the One' was reimagined with Zedd's production.
- Six winners can receive VIP trips to meet Twain or Zedd on tour.
- A music video directed by Jonas Åkerlund features hidden clues for prizes.
- Candy Crush previously collaborated with Thundercat on a music video in 2025.
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