Clash of Clans Invites People to Raid Erling Haaland’s Village in OOH Campaign

May. 10, 2024

Digital billboards featuring football superstar Erling Haaland have appeared across six European cities (London, Liverpool, Manchester, Madrid, Milan, Munich). The billboards are part of a new campaign by Supercell game Clash of Clans.

The partnership sees the Norwegian forward become the famous "Barbarian King" character as part of an epic, football-themed seasonal game event. It’s the first time a character based on a real person has been added to the popular game, which has been downloaded over two billion times.

As part of the DOOH campaign, people are being invited to raid his in-game village by scanning a QR code on the advert and downloading Clash of Clans.

The DOOH, by creative agency DAVID New York, has been built into a media plan led in-house by Supercell, which is designed as a city-based custom route to reach gamers and sports fans. Over 1500 placements from three outdoor advertising networks – backed by a multi-million pound media spend are now live across six cities, making it unmissable for football fans.

Clash of Clans and Haaland launched the new partnership last week with an epic movie-style trailer, complete with custom Haaland soundtrack. The trailer sees real-life Haaland encounter characters from the game before being transported into the animated world of Clash of Clans.