Clash of Kings #LondonsBattle #FightLikeaKing

Background

Elex-Tech wanted to create a large scale UK event activation to promote the online war and strategy game, Clash of Kings. They wanted the activity to increase brand awareness and drive game downloads among UK gamers and non-gaming communities of 25-40 year old males and females. The activation needed to complement the above-the-line multi-media campaign and bring the game to life.

Idea

During the evening rush-hour in London, a large-scale battle re-enactment was held, bringing the experience of Clash of Kings to life. A troop of 125 Knights charged across Tower Bridge to Potter's Field, ending in a climactic battle against gigantic Lava Monsters on the bank of the River Thames. However, the campaign didn't simply involve a battle. The brief was approached with a full three-pronged strategy, based on building interest and maintaining conversation well after the experience took place. A spectacle was truly created that offered an escape from the mundanity of 9-5 life – which is exactly what Clash of Kings offers. PHASE 1: Teaser Campaign Ahead of the stunt, three cryptic teaser videos were released, each ending with the intriguing declaration: "London, we're coming", along with the hashtag #FightLikeAKing, as used across the ATL campaign. This allowed the enhancement of on-the-ground activity by targeting advocates of the game – scores of whom travelled to watch the spectacle. A social media strategy was also developed for sharing the content and supporting the Clash of Kings team with recommended captions to support the videos. Videos were posted on Clash of Kings YouTube channels and shared across the brand's Facebook, Twitter and Instagram pages. PHASE 2: PR Stunt On 18th May, a medieval army with Clash of Kings branded shields and flags descended on one of the capital's best-known landmarks, Tower Bridge. An army of knights, Lava Monsters and other traffic-stopping sights marched across the river and lined up for a battle on Potters Fields. The stunt was filmed live to garner footage that was as authentic and compelling as possible. We directly referenced the ATL campaign by getting two of the TVC characters – the office worker and the flight attendant – to unexpectedly join in and fight in the battle. The idea was that these were characters the everyday public could easily relate to. Journalists and influencers attended the event with the chance to take part in the battle itself in order to maximise coverage. PHASE 3: Street Teams to continue driving brand awareness following the PR stunt, street teams dressed as Clash of Kings knights were sent across the capital in a bid to capture the attention of Londoners. From jousting on Boris bikes to taking the tube, the knights acted out scenarios and improvised with members of the public, handing out cryptic scrolls of text. This content was shared across Clash of Kings social platforms.

Results

41.6k social media interactions in two weeks 66,780 total direct consumer interactions across the campaign 33,787 views across 3 teaser videos 27 pieces of online coverage (22.5m PR impressions) 662k video views (YouTube, Facebook, Daily Mail Online, News On Demand combined) 55,900 post views on London snapchat during the PR stunt 11,804 views of the Instagram video