London – 12:00 GMT, Thursday 4th November: Riot Games has today announced the launch of a global campaign to promote the upcoming League of Legends on-screen series, Arcane. Together with London based experiential agency We Are Collider, the fully integrated campaign will feature a blend of experiential, digital, social and out-of-home activations in cities worldwide coinciding with the release dates of each episode of the new show.
Kicking off with a takeover of the Burj Khalifa, the world’s largest screen, and spotlighting Jinx’s battles with authority, her sister and herself, the League of Legends universe will spill out into the real world with retail stores scheduled to open in Paris, London, Madrid, Istanbul, Singapore and Los Angeles. These stores bring Piltover, the “City of Progress”, to the real world with the “Hex Expo”, a showcase of all things “Hextech” – a newly emergent fusion of elemental spirit magic and technology, limited only by the imagination of its users.
As the stores prepare to open, interactive Augmented Reality and Interactive window displays will come online, giving passers-by a sneak-peak into the world-changing abilities of Hextech, and a deep-dive into Arcane through exclusive content, filters and interactions. Creating a unique experience for both the League of Legends community and a much wider audience, the first store is now open in Paris.
Anton Jerges, CEO of Collider said:
“It is awesome to be able to work with Riot in both expanding its footprint in the entertainment space and in continuing to drive cultural impact. League of Legends has one of the most dedicated communities in the world and, with this campaign, we really wanted to connect with them in a way that speaks to that, by bringing the universe of League of Legends to the real world. With lots of secrets and clues threaded throughout our whole campaign we are excited to be able to deliver a unique experience and to engage both new and longtime fans of League of Legends with crafted content across digital and analogue channels.”
Mark Cox, European Director of Brand for Riot Games said:
“Arcane is a true love letter to the League of Legends community and for that reason we always knew we wanted to do something big with the launch. We’re immensely proud of the work that has gone into the series and how it expands Riot’s horizons in the entertainment space, thanks to the efforts of our team in the MENA region we’re kicking off our campaign with a takeover of the Burj Khalifa, it doesn’t get much bigger than that! We’re now looking forward to seeing the vision that we have created with We Are Collider come to life, they have produced a campaign that really does put our community at the heart and have gone deep to deliver a truly authentic player experience.“
About We Are Collider:
We Are Collider is a London based creative agency specialising in brand activations and campaigns. Founded by Anton Jerges, We Are Collider operates internationally from its London head office, delivering integrated brand experiences for major international companies. Clients range across many industries, including household brands such as Red Bull, Epic Games and Astra Zeneca. Specialising in immersive story-telling, We Are Collider creates human experiences for the digital age through connecting live, digital and virtual channels – one big idea connected across the whole consumer journey.
About RIOT Games:
Riot Games was founded in 2006 to develop, publish, and support the most player-focused games in the world. In 2009, Riot released its debut title, League of Legends, to worldwide acclaim. League has gone on to be the most-played PC game in the world and a key driver of the explosive growth of esports.
As League enters its second decade, Riot continues to evolve the game while delivering new experiences to players with Teamfight Tactics, Legends of Runeterra, VALORANT, League of Legends: Wild Rift, and multiple work-in-progress titles, while exploring the world of Runeterra through multimedia projects across music, comic books, TV, and more.
Founded by Brandon Beck and Marc Merrill, Riot is headquartered in Los Angeles, California, and has 2,500+ Rioters in 20+ offices worldwide. Riot has been featured on numerous lists including Fortune’s “100 Best Companies to Work For,” “25 Best Companies to Work in Technology,” “100 Best Workplaces for Millennials,” and “50 Best Workplaces for Flexibility.