CASE STUDY
Barton Graf
CLash of Clans Immersive Experience
Executive Summary
To commemorate the 5th anniversary of the Clash of Clans video game, we brought the game’s world to life with larger-than-life characters and structures in New York City, Los Angeles, and London. Leveraging our expertise, we crafted impactful installations that appeared as though they were made from found materials unique to each city, captivating audiences and immersing them in the game’s narrative.
Business Challenge
Our partner sought to celebrate the 5th anniversary of Clash of Clans by creatively unveiling the mysterious disappearance of The Builder, a story that captivated fans on social media. They aimed to deliver a unique, interactive experience that would engage and excite their audience, turning the anniversary into a memorable event.
Goals & Objectives
- Celebrate the game's milestone: Mark the 5-year anniversary of Clash of Clans with a memorable celebration.
- Innovative storytelling: Deliver creative storytelling through immersive, real-world installations.
- Interactive engagement: Encourage fans to take photos and interact with the installations, deepening their connection to the game.
Our Solution
To honor the 5-year anniversary of Clash of Clans and unravel the mystery of The Builder’s disappearance, we fabricated life-sized characters and structures from the game. Our goal was to craft props that looked as if they were made from found materials, customized for each city, as though The Builder himself had constructed them.
In Brooklyn, NY, we launched the first installation featuring a 12-foot-tall P.E.K.K.A. and the 18-foot-tall Tesla Tower, complete with special lighting effects and a built-in phone charger.
For the London installation, we designed and oversaw the fabrication of an 11-foot-tall Barbarian and two 5-foot-tall air sweepers. The air sweeper’s bellows were mechanized to pump out cool air, adding an interactive element.
In Huntington Beach, CA, we installed a 12-foot-tall Giant and four water cannons for fans to enjoy over Labor Day weekend. Visitors could snap photos with the Giant and spray each other with the water cannons, creating a fun and engaging experience. The installation was set up overnight, with hose lines cleverly dug in from the nearest fire hydrant to power the water cannons.
Results
Our innovative, larger-than-life installations significantly boosted fan engagement and brand visibility during the Clash of Clans 5-year anniversary celebrations. The heightened engagement not only amplified the game’s visibility but also strengthened brand loyalty among fans. The installations generated enough buzz that the Los Angeles Times featured an article about the giant character on Huntington Beach.
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