The Clash Cup
SUPERCELL_Integrated Campaign
Supercell needed to reignite excitement for Clash Royale and get people downloading the app.
The core fanbase thrives on competition, but today’s game is all about paying to win—not skill.
We’re flipping the script. No more pay-to-win—just pure skill. Fans can now turn their wins into a ticket to the world’s most competitive stage... the World Cup.
We’ll start by launching location-specific OOH ads in host cities, announcing that Clash Royale is giving away free World Cup tickets to those who download the app.
OUT OF HOME
We’ll hit Reddit to reignite OG Clash Royale players’ excitement by addressing their pay-to-win concerns and inviting them to experience the game in a new way.
SOCIAL
Instagram will be used to hype up the campaign, featuring Clash Royale characters sharing the pitch with the world’s top soccer stars.
A meme generator will let fans turn the world’s biggest soccer star into memes, keeping the Clash Cup conversation alive beyond the pitch and deep into culture.
Players battle 1v1 in the Clash Royale app to defend their World Cup ticket, in person.
Win and move on—lose, and you lose your ticket. Be the last one standing to be crowned Regional Champion and win your way to the World Cup.
Everyone plays with the same deck—skill is the only thing that matters.
THE CLASH CUP
11 regional tournaments. 11 regional champions. 11 World Cup Final ticket winners.
Regional tournament winners will be announced on jumbotrons throughout host regional stadiums, letting everyone know who the real winner in town is.
Tailgates will coincide with the 11 Clash Cup Tournaments, serving as the Clash Cup hub. New players battle for a World Cup seat, while OG players enjoy a Clash Royale experience like never before.
Tailgates are exclusive to Clash Royale app users. Enjoy free food, live music, prizes, and giant TVs to watch the World Cup.
THE TAILGATES
We’ll let fans experience Clash Royale like never before—through Virtual Reality.
All fans attending the tailgates will receive a Clash Kazoo to add their own winning sound to the atmosphere.
The Regional champions will earn tickets to the World Cup Final, where they’ll face off for the Clash Cup title and a chance to be crowned the #1 winner in the world.
THE WORLD CUP FINAL
We'll crown the Clash Cup winner at halftime of the World Cup Final, in front of the entire world.
Copywriter: Jordan Wissler
Strategist: Andrea Avila
Art Director: Zina Zhao
Art Director + Motion Designer: Alex Ryan