A multiplayer story experience that weaponised Youtube Live comments.
Riot Games was launching Wild Rift, the mobile version of the world’s most popular PC game, League of Legends. But how do you 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.
We riled the community up with a global social campaign that showed Baron popping up around the world, and rampaging across our social pages.
Baron went live on YouTube, ambushing fans with his ferocious attacks. By typing in chat, fans could trigger attacks and abilities, battling Baron cooperatively. The monster responded dynamically to their tactics, losing health or becoming more enraged. After a close fight that had players on Discord screaming, it seemed like all was lost. But then fans unlocked the ability to summon the champions from Wild Rift for aid, giving them an added boost that let them finally triumph against the beast.
Turns out even a sky-scraping purple serpent was no match for the wrath of our fans.