After staging a
“Barbarian Look-alike Contest” in New York to promote mobile strategy game “Clash of Clans,” Finnish mobile game company Supercell brought the contest to social media.
Supercell worked with agency David New York on the Halloween campaign, encompassing both last weekend’s New York City event and subsequent social media campaign. The crowded contest was
hosted by Davis Burleson from “What’s Poppin? With Davis!” and included guests such as New York Knicks star Karl-Anthony Towns and past look-alike contest winner Miles Mitchell..
Rather than just rehash the action from the event on its social pages, “Clash of Clans” instead extended the competition globally, calling on fans of the game to submit their own
costume pics through Nov. 3, using the hashtag “#BarbarianHalloween,” for a chance to be crowned the winner. although the grand prize won’t be as substantial as the $10,000 and
mustache comb awarded to the first place winner for the New York event. Instead, Supercell is offering in-game rewards for top submissions.
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The game, and agency, promoted the competition
with an animated video call for submissions.
“Clash of Clans” did, of course, still provide a video recap of the New York City event, which, along with existing submissions entered under the “#BarbarianHalloween” hashtag, can
provide sources of inspiration for those looking to participate.
"The Barbarian is Clash of Clans’ most iconic character, so we wanted to give him the celebrity treatment he
deserve,” David New York CCO André Toledo said in a statement. “And what better way to do that than throwing a look-alike contest? To make sure we found our worthy champions,
we’ve partnered with the experts: past look-alike contest winners and Clash of Clans’ biggest players.”