Every October, brands search for fresh and exciting ways to tap into the Halloween season and spirit. However, few do it as cleverly as Clash of Clans did with its Barbarian Look-Alike Contest. By blending trending activity, seasonal sensitivity and fan culture, Supercell (Clash of Clans’ game company) transformed a fictional game character into a real-world icon. This resulted in a campaign that not only fueled player engagement but also strengthened community loyalty and global brand presence.
Who is the Barbarian?
To Clash of Clans fans and any other potential players, the Barbarian isn’t just another character — he is the face of the game. His spiky blond hair, rugged sandals and sharpened sword are familiar to both gamers and yet-to-be gamers around the world.
Because of this cultural familiarity, the Barbarian is the perfect mascot for a campaign rooted in costume and fan engagement. Supercell and their collaborating agency - DAVID New York - didn’t just choose a character: they chose their most iconic symbol.
What did this campaign do?
Building upon the viral look-alike contest trend
Look-alike competitions have been a widespread trend across TikTok and Instagram, ranging from Timothee Chalamet to “performative male” (an internet meme and term referring to an archetype of man who adopts certain aesthetics, interests and values not out of genuine belief but to attract women) look-alike contests. Supercell and DAVID New York built upon that social momentum by organizing a real life contest as well as encouraging players to dress like the Barbarian and post their photos or videos online using #BarbarianHalloween.
This made their fans the spotlight of the campaign — turning costumes and the game’s mascot into shareable content and extending the brand’s reach organically.
Designed for social interaction
As mentioned, the contest did not only exist in person but also became a shareable content on social media. Each post sparked comments, shares and reactions within the fandoms and their social circles. Players became ambassadors without even realizing it, pushing the Barbarian out across the world.
User-generated content brings authenticity, and authenticity brings engagement. This campaign achieved both effortlessly.
Rewards that matter to fans
Rather than offering generic prizes, Supercell tied rewards directly to gameplay, including up to 14,000 Gems – the game’s most valuable currency. This motivated participation on two levels:
1. Fans and potential players wanted to join the fun
2. Players saw a tangible in-game prize by participating
The rewards reinforced loyalty not just to the brand but to the game, encouraging returning players and daily log-ins.
A global celebration
The contest wasn’t limited to one region, it was available internationally. That meant that no matter where fans were playing from, they could dress up, post and compete. This allows a diverse set of players to feel included in the celebration.
And with a global player base spanning millions, this broadened the campaign’s scope exponentially.
Perfectly timed for Halloween
The Barbarian Look-alike contest aligned with the Halloween season — a holiday built on costumes, characters and transformation. Players were already planning outfits and scouting for costume ideas. Supercell simply handed them a challenge.
A campaign that turned fans into heroes
The Clash of Clans Barbarian Look-alike contest did not feel like a marketing move since it was also a celebration of fandom. By inviting players to bring a beloved character into the real world, the campaign was able to strengthen global brand visibility, boost social engagement, drive daily participation and most importantly make fans feel seen, appreciated and creative.
As gaming continues to intersect with real-world fan engagement, this campaign stands out as a prime example of how digital brands can successfully step into seasonal moments and bring their characters along for the ride.
