Supercell has found a novel way to connect its IP to one of the internet’s most passionate communities. In tandem with boutique agency David New York, the Finnish mobile game publisher has launched Hammerless, a true crime mystery that exists within the world of Clash of Clans.
Calling Hammerless a true crime story is a misnomer, since the story in question isn’t actually true. It’s a tale centered around the Clash of Clans Builder character, who finds his prized hammer missing and must devise the identity of the culprit.
Clash of Clans players will be able to help the Builder solve his whodunit caper. A four-part podcast series featuring forensic psychologist Dr. Leslie Dobson will sprinkle in clues that will help players get to the bottom of the Hammerless case.
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“Together with our Supercell partners, we created the first in-game true crime story,” said David New York CCO André Toledo in a statement. He called Hammerless “a four-episode podcast that follows the mystery of who stole the hammer in the village, inviting the community to share their theories to help recover the hammer and save Hammer Jam.”
The online true crime community has launched stars like MrBallen and Bailey Sarian while contributing views to some of the most-watched sponsored videos on YouTube. By buying into an exploding trend, Supercell is continuing its forward-thinking approach to game marketing. Like many mobile game publishers, it has embraced innovative formats to bring in strong viewership on platforms like YouTube.
Some members of the true crime community may bristle at the Hammerless campaign, since it arrives at a time when creators are prioritizing advocacy for victims over more entertaining aspects of the true crime space. Even so, there’s room in true crime for a bit of fun — but Supercell’s fictionalized account might spark a new genre altogether.
