King is best known for games such as Candy Crush Saga, and has more than 200 million monthly active players. Kingsters, as employees are known, aim to connect and inspire mobile gamers worldwide, ‘making the world playful’. But office tours do not always reflect the vibrancy of the employer brand, particularly in an era when employees are reluctant to return to physical offices.

The company worked with Wiser to develop an Instagram campaign, developing 94 total stories taking potential employees around the ‘Kingdom’ and more than 20 hours of footage edited down for social media. ‘Kingdom Adventures’ was a fully gamified office tour that brought the London headquarters to life, inviting the audience to collect candies, ‘tidy a desk’ and complete quizzes. It interacted with viewers, asking them what they wanted to see next.

The campaign generated a high retention rate for stories and there were almost 1,000 engagements in the first 24 hours. Helena Jones, senior employer brand specialist at the company, believes the videos created a “magical first impression”. “This gamified and interactive tour allowed us to better engage our target audiences and push our content to the next level,” she says.