We wanted to place the fans in the world of Clash of Clans. We wanted them to experience a raid from the perspective of the characters in the game.

The video was posted to YouTube with an exclusive in-game link prior to going live. The video was also posted to Facebook 360 and promoted through Clash of Clans’ social media channels and within game forums.

The video was posted on December 7, 2015 and to date has over 37.5 million views on YouTube alone.

It was the first virtual reality spot ever to make the top 10 most watched ads for the month (#1 in December) on YouTube and has over 37.5 million views to date. And helped Clash of Clans stay atop the rankings in the app store.

In our day-to-day monitoring of social and community channels, we often hear players discuss the Clash world and express a desire to dive deeper. While the previous work for Clash of Clans has shown the Clash world from a ground-level perspective, we were able to take this one step further and put fans right in the thick of a raid on a Village. For Clashers, this was the first time they could really explore and interact with the Clash world from a first-person perspective, and that alone was worth repeat viewing and sharing. For prospective players, the novelty of an interactive 360 degree video was a showstopper that lured them into the Clash world and got them to download the app.

Clash of Clans is a mobile game with a dedicated community of fans and players who are as passionate about the Clash world and characters as the game itself. We took that insight in our initial creative work for Clash, showing the fans the Clash world from the point of view of its characters. But that faced us with a challenge, where could we go from there? There was only one logical step next. Put the fans in it.