Vega Awards Platinum Winner Winner

2023

Riot Games League of Legends: Wild Rift 2nd Anniversary Campaign

Entrant Company

We Are Social US

Category

Social Media (Campaign) - Social Video

Client's Name

Riot Games

Country / Region

United States

We partnered with Riot Games on the strategy and execution of the League of Legends: Wild Rift 2nd anniversary campaign. We did this through a social-first organic campaign across Instagram and Twitter for the global Wild Rift team to commemorate the anniversary of the game, and we went all out to celebrate the players and fans. We put a spotlight on players of the community via UGC, engagement, and community-driven tactics across key Wild Rift social channels. We fostered trust and transparency by connecting Wild Rift developers, influencers and personalities to engage directly with the community and celebrate them – and we did this by delivering a cohesive creative experience that engaged the full channel ecosystem across Wild Rift platforms. The campaign rolled out with Wild Tweets – a quote-tweet-fueled thread on Wild Rift's global handle praising the most interesting fan posts from the past 2 years. We sent out custom cosplay packages for super fan influencers, posted ride or die highlights of game players clips with over-the-top commentary from our tournament hosts, had custom player shrines sent out to Wild Rift's most impactful players, crafted an influencer gifting program, and hosted an in-person fan art auction – because fan art is fine art. To show we meant it, we sourced Wild Rift fan art from across the globe, printed it all in high-fidelity to canvas, popped up a gallery, and hosted an auction. We let ~100 Riot Games employees try to outbid each other using Wild Rift’s in-game currency, Wild Cores, for the honor of taking home one of the 10 fan-created works of art. And they went wild for them.

Credits

We Are Social U.S.
Emma Ilaria
We Are Social U.S.
Christopher Lee
We Are Social U.S.
Erik Donham
We Are Social U.S.
Rebeca Perretti
We Are Social U.S.
Beau Murphy
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