Kathleen Firment,
strategist!
The ask:
Launch the new Clash of Clans Netflix show and make CoC the most powerful entertainment IP of the year.
The methodologies:
Pretending I knew what I was doing while building bases, spying on rival clans, scrolling forums for tips, and connecting the dots through research.*
*SWOT Analysis, 4Cs, Competitive Research, Hands-On Gameplay: combining qualitative and quantitative research to understand strategy, player behavior, and competitive dynamics in Clash of Clans.
Streaming is oversaturated and self-serious.
Every week there’s a new “epic” universe or prestige drama, and each season there's a new pop-up or experience that goes along with it.
But Clash of Clans doesn’t play by those rules. It thrives on chaos, absurdity, and mischief. The challenge: make the Netflix series feel unmissable, not just another show.
We asked: what if Clash could play the system, turn streaming culture upside down, create its own mayhem, and force attention?
Our strategy:
Create so much mayhem that people have to look.
What's better than one advertising campaign? Two, of course!
Clash of Clans is bold, dumb, and strategic all at once.
So when Barbarian landed a Netflix show, only one character was petty enough to respond: the Goblin King: a tutorial character that players fight in-game.
We launched Gobbi+, a rival streaming service, and sent him on a world tour to one-up Barbarian at every stop.
Check out the case study, told from the perspective of the Goblin King himself:
