Creating & delivering headline sponsor presence at the Mighty Hoopla Festival, including the Candy Crush Maze
In partnership with The Cultivators, TOMO Events were briefed to design and produce a sponsorship activation at The Mighty Hoopla Festival 2023 in London. We developed the concept of an interactive, immersive and completely bonkers Maze to delight and gently confuse festival goers, while encouraging them to download and play Candy Crush.
The Maze was the living embodiment of the Candy Crush world with twists and surprises around every corner, including an adult soft play area, sensory flooring with gamified sound effects and a digital photo booth linked directly to social media.
As part of the headline sponsor delivery, we were also responsible for the creation of the Candy Crush VIP area, as well as a number of crowd inflatable drops during key performances on the various stages throughout the festival.
Results: Open for 2 days, we had over 3000 guests through the maze, with close to 1500 people using the in-maze photobooth.
“I haven’t played Candy Crush in years but I’m definitely going to re-download it after this!”
— Festival goer