League of Legends: Wild Rift Anniversary Campaign
CHALLENGE
Wild Rift was coming up on its second anniversary and their player community wasn’t feeling the love. After missing the chance to go big for their first anniversary, players were left wondering if the game would continue to be supported. Wild Rift needed to show that they were dedicated to the community and had just as much love for the game as its fans.
GAMING INSIGHT
As a gamer, celebration of what you love lives far beyond the confines of the game. Gamers seek community on social and IRL.
IDEA
Wild For You: We launched a social-first anniversary campaign dedicated to showing love for the Wild Rift community with actions. There were cosplay collabs, custom sneakers, player shrines, praise from esports announcers, and for one very special night: A live fan art auction that had real Riot Games employees bidding, haggling, and fighting tooth and nail to get their hands on fan art from the world over.
To do it, we sourced fan art from across the globe, printed it to canvas, popped up an art gallery in LA, and auctioned it off to Riot employees.The event included expert art analysis, high energy bidding, and REAL Riot employees going wild for the art of their biggest fans.
RESULTS
Webby Winner
Riot Games and We Are Social took home a Webby in the Social: Events & Livestreaming category
SUCCESS
A wildly successful event that honored both Riot fans and employees.
POSITIVE SENTIMENT
Massively positive player sentiment in the comments of the event coverage, our main objective.
EARNED
Earned posts from the artists, fans and cosplayers involved across all of our activations.
