Project Overview: The Ultimate Brawl Stars Fan Experience

When Supercell asked us to bring the world of Brawl Stars to life at DreamHack Stockholm, we didn't just build a booth—we built an ecosystem. Positioned directly in front of the Brawl Stars World Cup, our mission was to bridge the gap between the digital arena and the physical world.

Over a 10-week sprint, we moved from initial ideation to full-scale delivery, creating a high-energy fan activation that became the heartbeat of the event. We designed a massive, multi-sensory environment featuring 7 distinct zones and 12 unique activations, all tied together by an immersive 45-minute treasure hunt.

Objectives:

• Deep Fan Engagement: Transform passive spectators into active participants through a gamified physical experience.

• Brand Synergy: Seamlessly integrate the Brawl Stars IP with surprise "Easter Eggs," including a viral crossover with Netflix’s Stranger Things.

• Operational Excellence: Manage high-volume foot traffic while maintaining a premium user experience for tens of thousands of attendees.

• Measurable Impact: Drive tangible results through a "stamp-and-reward" system that tracked fan journey and completion rates.

Scope of Work:

Our 10-week roadmap focused on precision engineering and creative storytelling:

• Planning & Strategy: We mapped out a rigorous timeline to scale from concept to the DreamHack floor, ensuring every milestone aligned with the World Cup schedule.

• Design & Delivery: Developed 12 interactive stations, ranging from skill-based challenges to photo ops and the fan-favorite "Waffle Wheel" (an homage to the Stranger Things collaboration).

• The Treasure Hunt: We engineered a 45-minute journey where fans navigated 7 areas, collecting stamps on a custom-designed treasure map.

• Performance Optimization: Designed for high-density crowds, we optimized the flow to handle 65,000 potential visitors without compromising the fun.

The Results: By the Numbers

The activation didn't just exist; it dominated. By creating a compelling "minimum stay" experience, we turned the event into a destination.

MetricAchievement

Total Event Attendees: 65,000

Hunt Completions: 6,500 Fans

Engagement Rate: 10% of total DreamHack attendance

Average Engagement Time: 45 Minutes

Rewards Distributed: Thousands of in-game items & physical merch (Shirts, etc.)

The Highlight: The "Waffle Wheel" served as the ultimate reward mechanic, blending the chaotic fun of Brawl Stars with the nostalgia of Stranger Things, leaving 10% of the entire festival with a lasting brand memory.

A fully immersive, high-performance fan activation delivered on time, on brand, and beyond expectations.