Haaland Payback Time (case study)

To mark the 11th anniversary of Clash of Clans, Supercell made a bold move: they introduced football superstar Erling Haaland as a fully playable in-game character — a first in the game's history. The campaign, titled “Haaland Payback Time,” blurred the lines between sport, gaming, and pop culture, turning one of the world’s most recognized athletes into a digital barbarian.

Clash of Clans is a game built on loyalty, comebacks, and epic battles — themes that mirror the drama of professional sports. Erling Haaland, known for his relentless style and larger-than-life presence, embodied those same traits, making him the perfect real-world hero to enter the virtual battlefield.

What if one of football’s fiercest strikers became a warrior in Clash of Clans? The campaign kicked off with cinematic storytelling: Haaland, portrayed as having been repeatedly defeated in-game, returns for revenge — “payback time.” It was an epic, self-aware twist that played both to fans of the game and followers of Haaland’s career.

The campaign spanned cinematic trailers, social teasers, influencer activations, and — most importantly — in-game integration. Haaland wasn't just featured in the marketing; he became a usable hero inside the app, merging brand and gameplay in a way few collaborations ever do. The launch film, packed with game lore and Haaland’s signature deadpan intensity, generated buzz across gaming, sports, and mainstream media.

- Massive player re-engagement driven by the in-game event
- High social engagement and virality across TikTok, Instagram, and X
- Global media coverage reaching both gaming and sports outlets
- A campaign that turned Clash of Clans into a cultural talking point 11 years after launch

By casting a global sports icon not just as a face, but as a playable character, Clash of Clans delivered a fresh kind of brand partnership — one that felt earned, immersive, and wildly entertaining.