The Challenge: Secure permits in unexpected locations across the globe with high pedestrian traffic where The Builder can surprise and delight Clashers with larger-than-life creations without having to worry about them being destroyed.
The Execution: We permitted high foot-traffic locations in (3) major markets: New York, London, and Los Angeles, where The Builder brought his creations and his friends to life. Old Fulton Plaza in Brooklyn, South Bank Observation Point in London and Huntington State Beach in Los Angeles where the perfect summer destinations where The Builder’s creations generated a spectacle for Clashers. These pop-up structures with built-in utilities were a great surprise and delight for old and new fans alike and they encouraged consumers to engage with the game as well as interact with each other. The Tesla Tower in New York was a hub for Clashers to recharge their devices. The Air Sweepers in London were giant fans that helped Clashers beat the heat of summer. And finally, the Water Cannons in Los Angeles helped Clashers cool off and have fun while doing it. In each location, The Builder also brought his friends Pekka, The Barbarian and The Giant to life.
The Results: (18) total activation days between (3) markets resulted in over 65k interactions with the structures and over 270k direct impressions from pedestrian foot traffic.