top of page
The Journey Home
Context
After a decade, RiotGames and their long standing relationship with a publishing partner in SEA came to an end. This meant the momentous task of transferring player accounts and setting up new social pages for the region. We were tasked to ensure a smooth and worry-free journey for players making this switch through a social campaign.
The Creative Approach
Our creative approach, A Journey Home, was derived from a place of empathy and positivity and formed the basis of our campaign which sought to guide our players home. As such, we identified 4 key phases the players will face on their journey back to RiotGames.
Alongside beloved mascots, Poro and Pengu, we tailored each phase to have a slightly different look to reflect the emotions players felt with content that informed, educated and entertained.
Celebrating and rewarding the players who stuck with us through the thick of it was important. We created contests with attractive prizes for our players, including one that challenged our fans to count the total number of Poros and Pengus we'd featured in all our posts, and another which had fans cosplaying as a twin alongside a Poro they'd created.
Despite being fresh pages, the Buddy Count Contest saw over 400 fans meticulously comb through our posts to arrive at the right answer, while our #PoroTwin entries had so much creative flair, we lost sleep over picking winners.
bottom of page