• by Fern Siegel , May 14, 2024

Supercell's "Clash of Clans" game has global appeal – and a new campaign.

Its latest promotional effort, kicked off with a new spot highlighting its association with soccer star Erling Haaland, just debuted.

In addition, digital billboards featuring Haaland have appeared across six European cities: London, Liverpool, Manchester, Madrid, Milan and Munich. The billboards are part of a new campaign by David New York, a media plan designed as a city-based route to reach gamers and sports fans.

More than 1,500 placements from three outdoor networks anchor the multimillion-dollar effort.

The game has been downloaded more than 2 billion times – but having a character based on a real person is a first. The Norwegian forward became the famous Barbarian King character as part of a soccer-themed game event.

Another element of the DOOH campaign is people are invited to raid his in-game village by scanning a QR code on the ad and downloading "Clash of Clans."

"A partnership between Erling Haaland and Clash of Clans? It doesn't get more iconic than that! We're bringing all of Haaland's fierceness and strength to the game with a launch film featuring characters bringing Haaland to the Clash world, an OOH campaign across Europe inviting people to raid Haaland's village and seek revenge, and much more to come," Andre Toledo, CCO at David New York, told Agency Daily.

"Clash of Clans" generated more than $359 million in app purchases in 2023, according to Statista.

Since its launch in 2010, Supercell has brought five games to the global market – "Hay Day," "Clash of Clans," "Boom Beach," "Clash Royale" and "Brawl Stars."