Netflix Arcane - We Are Collider

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Netflix Arcane

STAGING A LEGENDARY LAUNCH

Our launch campaign for animated Netflix series ‘Arcane’ grabbed the world’s attention. But it was also a ‘love letter’ to the fans of PC game ‘League of Legends’. After all, it was their total devotion that helped make the exhilarating transition from gaming platform to TV screen happen.

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Going large, the campaign kicked off with a 3 min custom film takeover of the World's tallest building.

As part of the 3 phase campaign, we launched flagship stores in six global cities, leveraging a key story strand, the advancement of Hex crystal technology.

Once the first phase hoardings were down, store window went 'live' for three days in advance of the official opening.

Augmented Reality gave visitors a glimpse of the magical ‘Hextech’ technology.

Interactive windows gave visitors control of a Hex crystal and Atlas Gauntlet via their Smartphones.

Moving into phase 3, the stores were seemingly ‘raided’ and the Hextech stolen leading to closure and intense speculation as to the culprit.

Our store 'destruction' progressed with a different visual language and narrative applied to each city, in line with the series narrative and episode drops.

Curated props at each store provided the community with episode Easter Eggs and clues as to the location of the next attack.

The trail of destruction moved through Paris, London, Madrid, Istanbul and Singapore and LA, escalating at every stage.

The culmination in LA saw 'all out' destruction and the revelation of Jinx as the culprit.

The campaign was supported by global OOH and a toolkit for regional activations, social, print and video.

700K YOUTUBE VIEWS OF LAUNCH VIDEO

#1 NETFLIX SHOW IN 50 COUNTRIES

34 MILLION VIEWS IN 6 DAYS

“Wow, I love it! Take my money.”

Mark Cox, Director European Product Riot Games EUR

“This is so f**king cool.”

Astor18 on Twitter

“Genius marketing.”

Ivanstephend5 on Twitter