Worlds 2022 x Lil Nas X
After he conquered the pop music landscape, Riot hired Lil Nas X as our President of League of Legends. He ushered in an era of fire Worlds moments like STAR WALKIN, prestige skins, and other shenanigans (like, seriously, so many shenanigans) for League players worldwide. Our work on social earned over 1B organic reach- and the hearts of Nudyr stans everywhere.
🔗VARIETY: Lil Nas X Named ‘League of Legends’ President, Promises ‘Explosive Musical Moments’ for Esports Championship 🔗 ROLLING STONE'S 19 Biggest Music Milestones in Video Games 🔗 COMPLEX: Lil Nas X Drops ‘League Of Legends’ Track “Star Walkin’” 🔗 KOTAKU: Um, Lil Nas X is now the President of League of Legends 🔗 THE VERGE: Riot teamed Lil Nas X up with a holographic mech for 2022’s Worlds opening ceremony 🔗 WASHINGTON POST: How League of Legends made its first proudly gay, Black champion
THE HANDMAID’S TALE
2016. The United States election has divided the country and made women more fearful than ever of their fundamental civil rights. Enter The Handmaid’s Tale.
Whether creating culturally relevant expressions of the shows’ themes through fashion and art, or simply meeting fans where they were online at 9PM every Wednesday for new episodes, our goal was to create safe spaces for women to connect and feel inspired during a haunting period of American culture, while also inspiring them to action.
The Obamas’ Higher Ground Podcasts on Spotify
As part of an exclusivity deal with Spotify, we launched The Obamas' first two podcasts: The Michelle Obama Podcast and President Obama and Bruce Springsteens' Renegades. Both charted immediately and earned weekly media coverage, and spawned broader cultural touchpoints like SNL skits.
HEARTSTEEL VIRTUAL BAND LAUNCH
To introduce Riot's newest virtual music act, we created a multi-channel narrative campaign that brought "the boys" into our world. After winning the hearts of global fans through leaked discord calls to GQ takeovers- and a few viral tweets along the way- the boys are ready to take the stage at WORLDS 2023 in Seoul for their first performance of their hit single, PARANOIA.
FYRE FRAUD STUNT DROP
"What if we just... Dropped it earlier?" Upon learning of a rival Fyre Fest documentary being released ahead of ours at Netflix, the Hulu team stealth-launched our doc earlier than originally planned- on the day Netflix lifted their press embargo around their documentary. The decision showcased that social strategy is "doing, not posting," and created and tapped into the culture war among the two brands. It earned one of Hulu’s biggest documentary debuts of all-time, and one of the most widely discussed brand and cultural moments for Hulu in recent years.
🔗 HOLLYWOOD REPORTER: Hulu Debuts Fyre Festival Doc Days Before Rival Netflix Project 🔗 EW: Inside Hulu's decision to surprise-drop Fyre Festival doc days before Netflix's Fyre THE RINGER: Netflix Had a Documentary on Fyre Festival—Now Hulu Has a Documentary on Fyre Festival
PORTER ROBINSON COLLAB
To bring back the beloved League of Legends summer thematic, Star Guardian, we partnered with Porter Robinson to create an original anthem and music video. Everything Goes On served as a heartwarming tribute to the genre that inspired League's largest summer thematic performance to date.
🔗 ROLLING STONE: Porter Robinson Muses on Grief, Authenticity of the Nostalgic Self In New Song for Riot Games 🔗 THEGAMER: Star Guardian Is A Queer Tribute To Magical Girl Anime From Riot Games and Porter Robinson
COCA COLA X RIOT GAMES
Jinx, you owe me a coke. Riot Games partnered with Coca Cola to introduce a limited-edition Coke Ultimate Zero Sugar flavor, and in-game +XP with each purchase.
🔗 ADWEEK: Coca-Cola Teams Up With League of Legends to Create a Flavor for Gamers 🔗 POLYGON: Coca-Cola’s new League of Legends collaboration claims to taste like leveling up
FIGHT NIGHT EVENT
To celebrate the launch of our summer thematic, Fight Night, the Player Community team at Riot hosted a tournament live from Los Angeles featuring League of Legends creators from around the world. Creators from around the world competed in a mix of real-life physical challenges a la American Ninja Warrior, and also played the first-ever tournament for the new League of Legends game mode, Arena.
🔗 ESPORTS INSIDER: Riot Games announces Soul Fighter: Fight Night Creator Competition