CAse study
Behind-The-Scenes & Workflow - Edited By Vashtie Persaud
Insight
Default to Comfort
Under stress and faced with content overload (decision fatigue), people gravitate toward familiar, trusted worlds that offer emotional relief, whether that’s a beloved TV show or a favorite game.
With 75% of players using gaming and 55% of viewers using TV to relieve stress, audiences seek content that both comforts and distracts, making it difficult for new series to break through without a familiar hook.
Roll-Out Plan
Including the media channels
OOH
Parodying Netflix’s most popular shows, we hijacked familiar worlds with chaotic Clash characters. Hooking audiences with the comfort of what they know, then surprising them with the game.
Social Media
The campaign jumped online by taking over the accounts of hit shows like Stranger Things, Wednesday, and Bridgerton.
Fans scrolling their feeds were suddenly confronted with Clash of Clans characters bursting into familiar scenes. It brings together the worlds they love, amplifies awareness, and makes the game feel culturally unavoidable.
Interactive
The boldest strike: raiding Netflix itself. Users expecting their usual recommendations were met with Clash character icons, playful parodies, and chaotic in-game energy. It turned routine scrolling into an interactive battlefield.
By hijacking the homescreen, we intercepted audiences at the moment of their binge. Here, familiar shows became the stage for chaos and allowed for the experience of the series before it even premiered.
Gaming Experience
Netflix’s biggest shows joined the battle: Their characters appeared in loading screens, map layouts were redesigned, and limited-edition hero skins let players fight alongside them.
By bringing Netflix into the game, the crossover turned fans into active participants, making the series playable and immersive. This fully merges gaming and binge culture.
Physical Collectables
Only true loyal fans would go to extremes to get this limited-edition figure of their favorite character in CLASH style. How far would you go?
The KPIs
Social Impressions, In-Game Engagement, and Brand impact
The total impressions, engagements, shares, audience sentiment, virality, and earned media coverage across platforms.
The amount of hero skins unlocked, map exploration completed, player participation, session length, and player return/retention lift.
The traffic and click-throughs from OOH/Social, video completion, and overall engagement across Netflix and in-game features. Also, shift in brand perception, intent to watch the series, and association of Clash with binge-worthy, culturally relevant content.
Takeaways
Understanding our Audience, Iteration, and AI Workflow
By immersing ourselves in the psychology of gamers and binge-watchers, we identified a core problem and used this to guide every strategic and creative choice.
Staying open to feedback and presenting our ideas prevented attachment to single sparks, ensuring the final execution was stronger and that if someone unfamiliar understood it, then the real audience would too.
While AI accelerated content creation and unlocked concepts that wouldn’t be possible manually, it also reinforced the fact that real animators and artists are essential to bring ideas fully to life.