Finnish gaming company Supercell has unveiled a global campaign for app Clash Royale, which “taps into fan nostalgia”.
Devised by fan-first creative agency Waste Creative, the marketing drive titled ‘Play Like it’s 2017 Again’ celebrated the game’s ninth birthday by bringing back Retro Royale, a game mode fans have been asking for since 2016.
‘Play Like it’s 2017 Again’ reintroduced the game’s original app icon, screaming Royale King.
The spot uses the screaming Royale King, along with community screams from the past (including a screaming goat). The brand also uses the concept of screaming in its activations and social content.
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It will run globally across Clash Royale’s social channels.
Darren Wanklyn, creative lead at Waste Creative, said: “When creating this campaign, our goal was a simple one, get players shouting about the release of Clash Royale’s OG game mode. So, we took the single-minded idea of a scream and crafted it into a campaign worth shouting about.”
“By using players’ own screams of excitement, lols, gags, gasps, game frustrations, and everything in between, we have tapped into their authentic and personal nostalgic memories of playing the OG game,” he added.
