Netflix original series inspired by League of Legends called Arcane set up its pop up activations in Singapore earlier this month, and these activations are now being destroyed. The HexTech Expo pop-ups launched in Singapore’s ION Orchard Mall - as well as Dubai, Paris, London, Madrid, Istanbul and Los Angeles - showcased the magical technological HexTech innovations from the series, through the use of augmented reality (AR) and interactive window displays.
The destruction of the pop-ups were then timed to coincide with the release of the episodes in each market, "with each destruction bigger and better than the previous one alongside the development of the main character". The destructions mirror the change in plot in each episode. The latest stunt sees innovative products stolen from the displays, the pop-up's facade transformed with curated graffiti and a series of props and clues left behind. The destruction of Singapore's HexTech Expo comes following the ruin of pop-up stores in Paris, London, Madrid and Istanbul. Los Angeles will be the final store to be destroyed.
The campaign was done by Riot games and creative partners We Are Collider.
Mark Cox, European director of brand for Riot Games said that Arcane is a true love letter to the League of Legends community and for that reason the team always knew it 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," he added.
The Arcane campaign first kicked off on 1 November with a takeover of the Burj Khalifa, the world’s largest screen, spotlighting League of Legends Champion Jinx’s battles with authority, her sister and herself. The campaign also includes a blend of experiential, digital, social and OOH activations across the seven markets that will run until the end of the month, in line with the episode releases.
Anton Jerges, CEO of We Are Collider said it was 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," he added.
Separately, Riot Games celebrated League of Legends' 10th anniversary in China in September this year, with the launch of a new campaign. Created by WPP global brand agency Superunion, the work taps into League of Legends players’ secret language and evokes memories for League of Legends players from the past 10 years of gameplay. The campaign changed the word anniversary to “Annie-versary” as it was a a nod to the iconic League of Legends character, Annie. The character has become of increasing importance to League of Legends players as a valuable and iconic champion. The campaign was developed using the insights from Riot Games that gamers love finding Easter eggs and the feeling of being part of a gaming community. It leverages memes, secret words and insider jokes, piecing them together to follow a protagonist’s 10-year gaming journey with League of Legends, sharing the wild ride with the gaming community.
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