The city of São Paulo woke up closer to Runeterra. In an action in partnership with the DOJO agency, Riot Games brought a little of the universe of League of Legends: Wild Rift, his MOBA mobile game, to one of the biggest tourist spots in the city of São Paulo, Ibirapuera Park, through a projection emulating the crack the Champions (characters in the game) cross to enter their world.
The invasion of the Wild Rift universe also affected the virtual world. Twitch streamers such as Onyversoo, Jinki Winki, Keio and Mariana Ayres had their lives invaded by the rift and were taken to Runeterra – the broadcasts remained with just a QR code leading the audience to the campaign film.
In the video, different characters are portrayed in boring and routine situations, but are surprised by the opportunity to become true Champions when crossing the Wild Rift Rift. In addition, the campaign also features pieces of outdoor media at bus stops in the city of São Paulo, again bringing the gap, connecting them with the rest of the action.
“In 2021, Riot offered u“Our objective, in addition to increasing players’ interest in mobile games, is to bring it into the game, and show that it is part of this universe. Today, we will have a sponsored hashtag #EncontreSeuCampeão inviting everyone to watch the campaign’s film and live an incredible experience”, he adds. Thiago Baron, CCO of the DOJO agency.
Riot Games also invited illustrator Natália Lima, from the Sapo Lendário profile, to transform Elza Soares, Negra Li and Mariana Ayres into Wild Rift Champions in order to promote the Champions Cup, the first female Wild Rift tournament.
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