Top mobile game Clash Royale has just unveiled its new campaign for the holiday season.
A clever effort helmed by creative agency DAVID New York, "Gift Wrap Gift" cracks an impossible Christmas conundrum to figure out the perfect gift for gamers.
Together with Supercell, the agency presented this solution: wrapping paper that is also a gift.
Featuring a cute design inspired by the game, the paper contains secret in-game rewards that can be claimed by scanning a camouflaged QR code.
In a statement, DAVID New York Chief Creative Officer Andre Toledo highlighted the stress-free nature of giving someone a gift all wrapped up in "Gift Wrap Gift:"
"Whatever you put inside (or even if you don’t put anything inside it), this wrapping paper is guaranteed to make a Clash Royale player happy."
Launching on December 17, the campaign will run across social media and feature gaming influencers.
Clash Royale and DAVID New York have come up with an inventive new idea that turns holiday gift-giving on its head.
By sending real gifts to its top creators in favor of a digitally transmitted QR code, Clash Royale created a memorable campaign that combines social media, influencer, and experiential marketing.
This innovative approach underscores the value of collaborating with creative experts to make impactful connections with fans and audiences.
A Royale Gift
In a one-minute promotional video, Clash Royale sent unusual gifts to two top Clash Royale players, Inshane Gaming and Orange Juice Gaming, such as oven mittens and sponge.
Enclosed with each strange present was a message telling them that the real gift is actually on the wrapper.
After closer inspection, the amused content creators were surprised to scan the codes and receive exclusive in-game rewards.
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Fans of the video could also scan the QR code shown in the video, giving them access to the same rewards, which include a Royale Chef, an emote, and five lucky drops.
The spot ends with the campaign tagline, "No matter the GIFT, the gift is the PAPER."
Clash Royale has upped its marketing promotions this year to address its declining user base and recapture its former glory.
For Halloween, the game also collaborated with DAVID New York to launch "The Royale Curse," using popular horror movie tropes to announce themed updates and in-game events.
