01 CONCEPT & STRATEGY
Battle of the Bloodlines
Clash Royale’s “Battle of the Bloodlines” was a 4-month global campaign designed to position the game as the go-to platform for competitive play while fostering community through family- and clan-oriented rivalries. Targeting socially engaged, digitally savvy gamers aged 19–35, the campaign celebrated the idea that rivalries elevate relationships, turning siblings, friends, and partners into both fierce opponents and loyal companions. Through a mix of in-game challenges and real-world experiential activations the campaign framed healthy competition as a way to strengthen bonds while entertaining and uniting players under the Clash Royale brand.
02 IN-GAME ACTIVATION
The “Battle of the Bloodlines” logo captures the spirit of rivalry and unity, blending Clash Royale’s medieval aesthetic with bold, modern energy to symbolize clans battling while strengthening bonds.
New Character: Lady J (Jennifer Lawrence) — Introduced as the over-competitive “villain” representing toxic rivalry. Her backstory was revealed through a cinematic YouTube/Insta short. Players unlocked her boss fight at Level 20, with rewards including a limited-edition champion card and a special invite to the live experiential event.
Exclusive Rewards — One-of-a-kind emotes, character skins, and gear tied to the campaign, deepening in-game engagement.​
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Narrative Integration — Lady J’s lore wove into the Clash Royale universe, reinforcing the campaign’s story-driven angle.
Defeating Lady J at Level 11 unlocks an exclusive Champion Card, a powerful limited-edition reward that gives players both bragging rights and a unique in-game advantage.
03 INTERACTIVE OOH
Interactive Digital Billboards — Installed in high-traffic areas, these let clans battle on giant public screens to generate hype and viral social sharing.
03 SOCIAL
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Campaign Launch Posts — Messaging like “This isn’t personal… or maybe it is” introduced the rivalry theme.
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Instagram AR Filter — Triggered by angry facial expressions, crowning users as part of the Battle of the Bloodlines.
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Event Teasers & Recaps — Carousel posts revealed event details, while reels and recap videos captured the post-event energy.
04 MICROSITE
The campaign microsite acted as a central hub where fans could sign up for events, learn about Lady J, submit personal rivalry stories to win tickets, and watch the live-streamed Clash Royale Arena finale from anywhere in the world.
05 EXPERIENTIAL
The experiential activation brought Clash Royale to life at YouTube Theater with a full-scale arena featuring live 3v3 tower battles, mini-games, and the Final Throne Challenge against Lady J, while spectators enjoyed interactive zones, themed food booths, and exclusive merchandise—all designed to immerse fans in the spirit of rivalry and community.
