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Case Study: Squad Busters Mobile Game

Challenge

Supercell, the global gaming powerhouse behind Clash of Clans and Brawl Stars, was preparing to launch its latest multiplayer mobile game, Squad Busters. With over 25 million pre-registrations in just 10 days — the fastest ever for a mobile title — the pressure was on to deliver a launch as dynamic as the game itself.

 

Supercell wanted a live integration within two weeks on either The Tonight Show Starring Jimmy Fallon or Jimmy Kimmel Live to capture massive attention. Tight deadlines and high creative expectations made this a true media challenge.

Squad Busters Integration on The Tonight Show
from MayoSeitz Media

PROCESS

MayoSeitz Media immediately engaged with NBC and ABC to explore real-time, on-air integration opportunities that could align with the game’s playful, squad-based concept. Both networks presented tailored activation plans within days. After reviewing the creative possibilities, Supercell selected The Tonight Show due to Jimmy Fallon’s well-known enthusiasm for gaming and the show’s strong social footprint.

APPROACH

The custom partnership included:
  • A live in-show ad written by The Tonight Show’s own writing team featuring Jimmy Fallon and his sidekick Higgins.
  • A flight of :30 and :60 commercial units airing around the live segment.
  • Social amplification from The Tonight Show’s official handles across Facebook and Instagram, tagged and boosted to reach core gaming audiences.
  • A bonus 90-second trailer introduced by Jimmy Fallon immediately following the live integration to extend excitement beyond the broadcast moment.

RESULTS

The Squad Busters launch became a global hit:
  • 44.3 million downloads worldwide, according to Sensor Tower.
  • 18.8 million linear TV impressions — exceeding the goal by 5%.
  • Bonus airings on high-profile nights, including July 4th and during the Paris 2024 Summer Olympics opening ceremony.
  • 12 million social views (paid + organic), surpassing the 10 million guarantee.
  • 35,000+ clicks in the first week of the campaign.

 

MayoSeitz Media’s rapid response, creative collaboration, and integrated media approach helped Supercell achieve one of the biggest and most buzzworthy mobile game launches of 2024.

44.3M

app downloads
worldwide

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