Riot Games - Battle of Baron
ROLE: CCO
Riot Games was launching Wild Rift in Europe. But how do we turn League’s most passionate fans from mobile skeptics into Wild Rift champions? To unite fans new and old, we gave them the ultimate common enemy via a multiplayer story experience that weaponised Youtube live comments.
Fans got a once-in-a-lifetime shot to team up globally and take down the most legendary monster of League of Legends, Baron Nashor. To defeat him, players have to work as a team. If they do, they score a huge advantage that usually unlocks victory - and in this case, the launch of the game.
We received 1.65 million comments in 15 minutes.
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The story was entirely interactive and there was a real possibility the audience could loose collectively.
At one point it looked like the internet won. But then Baron Nashor came back.
And new heroes needed to be summoned.