SUPERCELL x Paris Saint-Germain, an innovative new partnership
In Supercell’s view, the biggest risk is to stop taking risks. So primarily, this partnership was driven to innovate and reach new audiences:– Open up new audiences with the biggest sport in the world;– Take influencer marketing to the next level with superstar IPs;– Get bigger impact per $ vs. traditional media;– Open up their games to brand collaborations and cross new boundaries.
The approach was “try, learn, improve”. This is why we did several pieces of content together, including an eSports tournament (1280 teams), a Youtube show called Brawl with the Stars (8.6M views and 280K hours watched), a 3D digital animation with Paris Saint-Germain players and an in-game integration with Brawl Stars (37M views), which included a Paris Saint-Germain skin as well as a branded in-game arena of Parc Des Princes.
This resulted in organic visibility for their main Paris Saint-Germain contents being higher during different periods (Supercell’s other content did not follow these spikes) following the Club’s key on-pitch moments.
There was also a huge improvement in direct installs right after the in-game integration (400K+) and another one in their key markets’ Daily Average Users with highest peak for each of those markets during the PSG cup, with the chance to win the PSG skin (Shelly’s character).Finally, this partnership has also offered great value, especially giving Supercell’s players and content creators unforgettable experiences in the PSG stadium – a global project that both parties will continue in more depth in the coming year.