QR Code Wrapping Paper: Clash Royale’s Holiday Twist

Supercell's Clash Royale has embraced the holiday season with a playful marketing twist in their "Gift Wrap Gift" campaign, designed by DAVID New York. The idea? Wrapping paper that’s also the gift itself. Featuring designs inspired by the game, the paper conceals QR codes offering exclusive in-game rewards like a Royale Chef, emotes, and more. By blending real-world creativity with digital perks, this campaign transforms a typically disposable item into a coveted treasure for fans.

The campaign launched on December 17, targeting social media platforms and engaging gaming influencers like Inshane Gaming and Orange Juice Gaming. The promotional video cleverly features oddball gifts—oven mitts and sponges—wrapped in this special paper. The punchline comes when influencers discover the QR codes hidden in the design, unlocking digital rewards. This humorous and interactive strategy encourages fan participation, as QR codes featured in the video also provide access to the same rewards.

By marrying physical gifts with virtual gameplay elements, the campaign underscores the power of experiential marketing in connecting with audiences. It’s a fun, immersive approach that reminds players: sometimes, the packaging is the real prize.

Full story at Design Rush.