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Supercell is back with another epic campaign — this time, for its mobile multiplayer game Clash Royale.
Helmed by creative agency David New York, the campaign is marked by a three-minute spot that stars 2017 World's Strongest Man, Eddie Hall.
Here, he lets the people in the streets of Las Vegas play Clash Royale on a mobile phone. The catch? The phone case is made out of high-density, heavy metal beads, and weighs 50 lbs.
"It’s the most fun I’ve had playing a game while working out at the same time. I challenge anyone to get through a three-minute round of Clash Royale while holding this case," Hall shared in a statement.
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The latest initiative from brand and agency marks the arrival of two heavyweight Car Evolutions in-game, namely P.E.K.K.A and Mega Knight.
The two characters, which are the most feared to begin with, have become even stronger in their newly upgraded forms.
Apart from these unconventional experiential marketing efforts, Supercell also promoted its in-game event "Titanic" at the Las Vegas Sphere on the night of UFC 306.
Known for its viral marketing antics, the brand keeps the energy going through its use of celebrity and influencer marketing, harping on the popularity of its partners to spread awareness for its games.
Who's Up for the Challenge?
The three-minute spot kickstarts with Hall showing the 50-pound phone to the viewers, introducing his challenge to the public: playing a game of Clash Royale while holding the case.
Soon after, he unveils the launch of evolved P.E.K.K.A and Mega Knight in-game, saying, "When you're at a heavyweight fight, you need a heavyweight phone case to match."
Hall then hits the streets of Vegas and hands passersby the phone, who are expectedly surprised by how heavy it is.
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Among the volunteers are popular gamers Orange Juice "OJ" Gaming and Kashman TV, who were both up for the challenge.
While OJ took it upon himself to carry the phone, Kashman served the role of coaching Hall in playing Clash Royale instead, refusing to hold the heavy case.
Even if some players struggled to multitask and lift the case while playing, it's no doubt they had loads of fun playing with the two new characters.
Recently, Supercell launched a Brawl Stars spot featuring wrestler and actor John Cena and the cast of SpongeBob SquarePants.
Editing by Katherine 'Makkie' Maclang
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