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BAstian Schweinsteiger Clash of Kings

Manchester United's Schweinsteiger gets medieval in new Clash of Kings ad


By Tony Connelly, Sports Marketing Reporter

May 12, 2016 | 3 min read

Manchester United star Bastian Schweinsteiger has joined a long list of global stars to feature in an ad for popular mobile strategy game Clash of Kings.

Bastian Schweinsteiger Clash of Kings

The German World Cup winner fronts a new ad titled ‘You Rule’ which has been created by growth solution provider DCMN and produced by production firm Iconoclast.

Launching on 16 May the ad shows the 31 year-old sporting a beard and king’s armour as he prepares to go into battle with a medieval army.

Clash of Kings

The ad is part of a wider European marketing campaign for the massively popular social game Clash of Kings and will use localised spots for key markets.

The Specialist Works has been responsible for all media planning, buying and ongoing optimisation for the campaign in UK and will primarily focus the marketing push on TV advertising and will supplement this with cinema and online advertising.

Discussing how the campaign is being delivered DCMN co-founder and chief growth officer, Matthias Riedl, said: “TV is hands down the most powerful marketing tool available to online and mobile games.

“Games companies have realised this, and that’s why so much ad spend is concentrated on TV. As a marketing channel for games, TV provides the ideal mix of building awareness and driving user acquisition.”

Qianya Liu, overseas marketing manager for Clash of Kings, added: “It was important for us to find local agencies with the right mix of creativity, tech know-how and market expertise. We've worked with DCMN before and were confident they’re the right partner for this big budget project.

“They were not only able to develop a strong creative concept, but they also have the technology to track and optimise the performance of the TV campaign based on real user metrics."

The online game was named Facebook’s Game of the Year for 2015 and nominated as Best Game in the Google Play Awards. According to data from Think Gaming it is one of the top 10 highest grossing for all devices worldwide.

The 30-second will screen on TV over the next five months with a longer 60 second version showing in cinemas during screenings of the upcoming movie Warcraft.

BAstian Schweinsteiger Clash of Kings

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