Clash of Clans & Karl-Anthony Towns

Supercell was preparing to bring Clash of Clans’ iconic Barbarian to life with a look-alike contest in New York City. In keeping with the game’s larger-than-life personality, the brand wanted to turn the event into a genuine cultural moment by recruiting a high-profile guest judge who could add energy and a distinctly New York flavour to the occasion. 

Celebrity look-alike competitions had become a cultural phenomenon, driven by their ability to generate participation, humour and viral moments beyond traditional fan communities.

For Clash of Clans, this presented an opportunity to take the Barbarian beyond the gaming world and into popular culture. Rather than simply recruiting a recognisable celebrity, Playmaker identified the value of local star power with broader cultural appeal - someone who could make the activation feel authentically New York while giving it a platform that extended well beyond the Clash of Clans community.

The opportunity was to find a personality who could embody the scale and personality of the Barbarian, all while making New York a part of the story.

Playmaker looked beyond the traditional gaming ecosystem to identify a personality who could bring local relevance and mainstream cultural appeal to the activation.

The answer was Karl-Anthony Towns, an NBA All Star and New York Knicks icon whose profile offered the perfect combination of New York credibility, sporting stature and larger-than-life personality.

Partnering with KAT, we helped Supercell take the Barbarian Look-alike Contest beyond a fan activation and turn it into a genuine New York moment. Hosted in the heart of the city, Towns took on the role of ultimate judge, joining a crowd of aspiring Barbarians to crown New York’s #1 - with a $10,000 prize further upping the stakes.

The Barbaian Look-alike Contest brought Clash of Clans into the heart of New York culture, attracting a large and diverse crowd of fans and contestant to celebrate one of the game’s most recognisable characters.

By placing Karl-Anthony Towns at the centre of the experience, the activation created a natural connection between gaming, sport and popular culture, helping Clash of Clans reach beyond its existing gaming community while reinforcing its relevance among a new generation of culturally engaged fans.

The partnership also gave the campaign a life beyond the physical event. Following the New York competition, Clash of Clans extended the Barbarian challenge globally through #BarbarianHalloween, turning a local activation into a broader social participation opportunity.

The partnership demonstrated the value of relevant local star power, with Karl-Anthony Towns bringing the credibility of an NBA All-Star and New York Knicks starter to a distinctly New York activation. His involvement helped turn the Barbarian from an iconic gaming character into a real-world cultural personality, with Towns ultimately crowning New York’s #1 Barbarian.

What began as a local activation became a global celebration of Clash of Clans’ most iconic character, proving that the right cultural partnership can turn a gaming property into a mainstream entertainment moment.