Create the entire go-to-market campaign on social for upcoming Riot indie game
Details:
Role: Director, Brand Creative
Client: Riot Games
Agency: Ayzenberg
The Challenge:
Riot Forge challenged us to build an entire go-to-market campaign entirely on social for their upcoming title, Mageseeker. Given that the main character Sylas already existed in League lore, we decided to structure the campaign narratively in three acts to capture the imagination of our core audience on social. We first came out with a special tease asset that set up Sylas’ imprisonment. Next, we set the stage of Sylas’ repressive world of Demacia with a unique postcard activation that buried messages of rebellion just under the surface. We then stoked the fires of rebellion with recruitment posters and Sylas’ escape. Finally, we revealed our pixelated art style, full cast of characters, gameplay loop, as well as a cross-channel activation on Twitter with every other Riot Games social handle
Results:
→ Established creative trust with the Riot Games social team, opening the door for always-on social
→ The campaign was so creatively successful, Riot’s partner Nintendo asked us for more bespoke content for their own channels
Paul Wallace 