Clash of Clans has launched a first of its kind podcast to solve an in-game crime. DAVID New York’s new campaign for Clash of Clans features the first-ever true crime podcast in the real world with the shocking true crime within the game.
“True crime stories are incredibly popular for building community and sparking conversation. Together with our Supercell partners, we created the first in-game true crime story: 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,” stated André Toledo, CCO, DAVID New York.
Every year Clash of Clans players look forward to Hammer Jam. During this long awaited annual event, players can build up their village more quickly. But this year, in DAVID New York’s latest campaign for the brand, the Builder’s Hammer Jam hammer has been stolen just days before Hammer Jam. With the future of Hammer Jam now on the line, the village, players and true crime experts must come together to solve this crime. In David New York’s game of whodunnit, everyone is a suspect – players must keep their eyes peeled for clues, and trust no one, as the missing Hammer could be where they least expect it. Could it be the Goblins? The Hog Rider? Shock horror, could it be the Barbarian? Or could it even be the Builder himself – having hatched some elaborate plan to hide the precious tool?
The campaign began with the news that the hammer had been stolen, and from there, a true crime style investigation ensued. For the first time ever, the true crime style investigation will take place in a 4-episode podcast in the real world. Complete with a docu-style film, fans will listen in, share their theories, examine potential suspects, and piece together the evidence. In the podcast, Hammerless: A True Crime Podcast, the host even goes so far as to bring in a real psychologist, Dr Leslie Dobson. Known for her work breaking down crimes on TikTok, Dr Dobson helps analyse the different character’s mental states and contributes her own Hammer Jam theories.
The campaign has a huge reach, connecting with fans on Reddit and other social channels, while also talking to players within the game. Players can follow the mystery and share their theories on the suspects with fellow Hammer Jammers. It will all culminate in players and gaming influencers working together to solve the case. The final film and podcast episode will drop on November 7, 2024 revealing the truth about the case.
