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NETFLIX ARCANE GLOBAL LAUNCH

Riot Games, publisher behind PC game League of Legends, wanted a global campaign to launch their new Netflix series Arcane, as an experiential 'love letter' to the highly engaged community; to generate buzz and viewership.

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The campaign kicked off with a takeover of the World's tallest building, the Burj Khalifa, with a custom 3 minute teaser film.

Lifting a key story strand, the advancement of Hex crystal technology, we launched flagship stores (Hex Expos) in six global cities.

Once the first phase hoardings were down, store fronts were 'live' for three days in advance of the grand opening.

Augmented Reality gave visitors a glimpse of the Hextech technology in advance of opening.

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

Before the VIP launch, the stores were raided and the Hextech stolen leading to closure and intense speculation as to the culprit.

Store 'destruction' progressed through each city with a different style applied to each 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 next attack.

The trail of destruction moved through Paris, London, Madrid, Istanbul and Singapore...

...culminating in an LA finale where the culprit - Jinx - was finally revealed in 'all out' destruction.

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

700K YOUTUBE VIEWS OF BURJ KHALIFA 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