– Humorous push aims to build awareness of major new update to Clash Royale game, called ‘Goblin Queen’s Journey’
– Creators’ video content is “hijacked” by a cheeky Goblin
– Campaign also includes a special episode of brand’s TV Royale show, hosted by the Goblin
18th June 2024 – Agency Waste Creative is unveiling a new global campaign for Finnish gaming giant Supercell, called “Goblin Hijack”, to promote a major update to its hit real-time multiplayer game, Clash Royale.
This summer, Supercell will release an update to Clash Royale, called ‘Goblin Queen’s Journey’, which will allow players to access a new game mode alongside the regular mode.
To support the launch of the new update, Supercell tasked Waste with developing a campaign to create awareness of the Goblin update among the Clash Royale player base. The agency partnered with Supercell to explore a new area of content creation beyond the usual 2D and 3D production methods, delving into the world of puppets.
To promote the launch, Supercell and Waste have created a humorous film which will be shared by some of their community of creators. The creators’ videos are “hijacked” by a puppet Goblin, who interrupts the creators and invites viewers to “join the Goblin army and help us dethrone the king”.
As part of the campaign, Clash Royale is also airing a special episode of its TV Royale show, called ‘Goblin Royale’, debuting the puppet Goblin as the new community manager for Clash Royale.
The Goblin puppet was created and operated by puppeteer Chris Barlow and assistant puppeteer Emily Booth. The films were co-directed by Iestyn Evans and Andy Heath, co-founders of Talk to the Hand.
The push is running across Clash Royale’s social channels.
Erol Tekkanat, Product Marketing, Supercell, said: “We’re excited to announce our most significant update of the year, and to mark this, we wanted to create some truly engaging content that would surprise our players and community. To achieve this, we stepped away from our traditional production methods and ventured into the imaginative world of puppetry, ‘hiring’ a goblin as our community manager.
“The team at Waste has brilliantly brought our vision and Clash Royale humour to life, crafting a playful and unique campaign that will surely get our players’ attention.”
Tasmin Lobley, Associate Creative Director, Waste Creative, added: “It’s been a lot of fun to explore the world of puppetry for this new Supercell campaign. Introducing a Goblin puppet as a community manager feels like a fresh approach to promoting the most significant update of the year.
“We can’t wait to see how this playful film content resonates with our community and builds excitement around the update.”