Let’s talk about the kind of marketing move that turns heads, builds buzz, and actually gets results. When Supercell’s Clash of Clans teamed up with WWE for a new campaign featuring Cody Rhodes, it wasn’t just another celebrity endorsement—it was a bold leap into the world of crossover branding, also called co-branding, done right.
This campaign didn’t try to force a connection. It didn’t slap logos next to each other or rely on surface-level gimmicks. Instead, it tapped into something real. Cody Rhodes isn’t just a WWE superstar—he’s a top-ranked Clash of Clans player. And that truth became the foundation for a storyline that played out in a series of sharp, entertaining video ads.
From grocery store ambushes to passive-aggressive needlepoint, the creative leaned into Rhodes’ “Overlord” in-game persona, revealing the more mischievous side of a character who’s usually positioned as a hero in the wrestling ring. And just like that, the campaign took off—not only entertaining fans, but pulling in millions of views in just a few short weeks.
That’s crossover branding at its best.
Storytelling through culture, not just content
This campaign was successful based on cultural intelligence rather than a marketing strategy. Storylines, heel turns, rivalries, and long-game arcs are so important to WWE fans. Conversely, Clash of Clans fans like the mayhem of surprise attacks, community, and rivalry.
Bringing those two audiences together was no small feat. But instead of trying to mold one brand to fit the other, the campaign leaned into both identities. Cody Rhodes’ real-life gaming habits were central to the creative, which gave the content a sense of authenticity that fans could immediately pick up on.
That authenticity is part of why this campaign works so well as an example of how to execute co-branding thoughtfully. It wasn’t just a mashup. It was a character study. A personality twist. A wink to fans who know both worlds—and an invitation to those who don’t.
By keeping the storytelling rooted in real behaviors and shared values, the campaign didn’t feel like advertising. It felt like content people wanted to watch, share, and talk about.
The marketing math that makes sense
Now let’s talk results. Because, for all the creative spark and cultural nuance, this campaign delivered on the numbers too.
The 60-second cut of the ad earned over 2.5 million views within weeks of launch. That kind of engagement doesn’t come from chance—it comes from knowing your audience and giving them something they didn’t know they needed.
And let’s not forget the platform: this campaign launched just ahead of WrestleMania 41, where Clash of Clans became a match sponsor. Timing the campaign around one of WWE’s biggest annual events ensured maximum visibility and cultural relevance.
Here’s why this matters for other marketers: Crossover branding doesn’t just have to look good—it has to make business sense. By finding a shared audience, tying it to a relevant moment, and building a character-led campaign around a genuine insight, Supercell and WWE gave this collaboration legs beyond just impressions and likes.
If you’re running a brand that’s wondering how to justify creative investment, this campaign is a case study in turning authentic storytelling into measurable impact.
What other brands and entrepreneurs can take away
If you’re an entrepreneur, marketer, or brand builder trying to figure out how to stand out, there’s a lot to learn here. First, authenticity isn’t a trend—it’s a necessity. Audiences are savvy. They know when a campaign is just surface-level, and they disengage fast. But when the story is rooted in something real, like Cody’s actual gameplay history, it feels genuine.
Second, know your players. Not just the literal people in your ads, but the players in your audience, your fanbase, your niche. Supercell knew its fans would recognize an in-game username. WWE knew its fans would respond to a personality twist. That knowledge turned what could have been a one-off promo into a fully integrated narrative that continues to evolve.
And third, remember that co-branding isn’t about reaching everyone—it’s about reaching the right people at the right moment. When you can blend two communities in a way that feels natural, you get more than just attention—you build loyalty.
How to build your own co-branding moment
Let’s say you’re not a billion-dollar entertainment empire or a global gaming company. That’s okay. The principles still apply.
Start by looking for the real overlaps in your audience’s interests. Maybe your skincare brand finds a loyal following in the yoga community. Maybe your productivity app has a surprising number of gamers using it to track raid schedules. These connections are gold—don’t overlook them.
Then ask yourself: where’s the story? What unexpected twist can you pull forward? Is there a user, ambassador, or even founder with a foot in both worlds? That’s your Cody Rhodes moment. That’s where your campaign begins.
And when it comes time to share your story, remember this: don’t sell—share. Tell a story that people want to retell. Let your audience become part of the narrative. That’s how co-branding turns from a strategy into a movement.
So whether you’re a small business or a seasoned marketer, take a page from WWE and Clash of Clans. Start with what’s real, find the overlap, and tell the story with heart. Because when it’s done right, crossover branding isn’t just a campaign—it’s a connection.
FAQs
1. How do I know if crossover branding is right for my brand?
If your audience overlaps with another space and there’s a real connection, it’s probably time to explore it.
2. Do I need a celebrity to make co-branding work?
Not at all—what matters most is that the people you spotlight are genuinely part of both worlds you’re blending.
3. What’s one small step to start with co-branding?
Look at your customer base—if a good chunk loves something outside your core offering, start building a story there.