Super Mario has mushrooms, while Pacman has cherries. League of Legends also has its own fruit, the honeyfruit, a mystic plant that saves players' lives in the game. To drum up hype for the launch of the mobile version of League of Legends, Wild Rift, the team worked with BBH Singapore, Jack Morton, and a world-renowned chef to turn the honeyfruit into an actual fruit which gamers and fans can eat.
According to BBH, which manages creative duties for Riot Games in Southeast Asia, the ingredients were carefully selected and prepared to ensure that the fruit tastes different each time. The flavours ranged from spicy, fizzy, sweet, and chocolatey to herbal. Thai gamers had a chance to try out the honeyfruit at locations across Bangkok, while other gaming creators also received special deliveries of freshly harvested fruits. Meanwhile, fans also created reaction videos, taste tests, reviews, and challenges. In total, there were 1.7 million impressions on social media about honeyfruit within two weeks, BBH said.
The activation was meant to be launched in Indonesia and the Philippines apart from Thailand. However, the team did not proceed with the plan as it kept in mind safety measures. Thailand was chosen because it was safe and open for such events. Going by the positive response in Bangkok, MARKETING-INTERACTIVE understands there are plans under consideration for tie ups with F&Bs in the key markets next year.
Justin Hulog, Riot Games' GM for Southeast Asia, Hong Kong, Taiwan, and Macau, said the company believes it can continue to engage and thrill fans through unique and exciting experiences. "We are always looking for new ways to create memorable activities for players across Southeast Asia and we hope our Thai fans enjoyed having a taste of Honeyfruit in person," he said.
Meanwhile, BBH's creative director Xander Lee said it wanted honeyfruit to get gamers talking, so it created a flavour that was true to the realm of Runeterra – something fresh, complex, and inherently otherworldly. Last month, Riot Games featured some of Southeast Asia's top gaming creators in a film titled "Pentaboom", inspired by the iconic and hard-earned "Pentakill", which is achieved when a player defeats all five of his or her enemy team's opponents in a short timespan. The film featured cameos from Singapore's Jianhao Tan, Danial Ron and Sylvia Chan; Malaysia's Soloz; Taiwan's BeBe; Indonesia's Jess No Limit; Thailand's ZBingZ; Vietnam's Do Mixi; and the Philippines' Alodia Gosiengfiao.
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