Kia League of Legends Rivalry
Main category
B2C
Sub-category
14. Brand Activation
Watch the event video
Event Description and Key Objectives
Kia is a committed supporter of the League of Legends e-Sports European Championship, the LEC. Ahead of the 2023 tournament finals, they wanted to create a local, never before seen concept, a unique event, that would engage the local LoL and gaming community, by not only offering traditional product and logo placement during the broadcasts, but also to engage homegrown LoL fans in Hungary in an interactive way, in a brand experience that could be enjoyed by everyone. We asked three popular gamer influencers to recruit teams from their large fan base and compete against each other in League of Legends battles. The fight wasn't easy, as they had to overcome various challenges that provided an extra entertainment factor for fans.
Key challenges
There are many online tournaments where popular influencers participate, but Rivalry was determined to stand out. We had to find a way to make this big battle remembered as more than just a regular tournament. We did that by involving the spectators and using challenges that made it fun and difficult for their favourites so they could see them as never before. They only made the competitions more exciting. We also made sure that these obstacles were not humiliating or embarrassing.
Basic information about the event
Name of the organiser
Universum 8
Location
Budapest
Event duration
17/08/23 - 18/08/23
Client
Kia Magyarorszag
VOTING LINK
Event results
Creativity
Our event moved the local League of Legends community and entertained them at the same time, giving the client an event that was fun for them to enjoy. Our agency has a lot of experience in running online streams, but we never had the experience to stream the event to the client in a mini-event, entertaining them and unlocking the excitement of the project preparation. Kia Rivalry has become a community gaming event, a social media activity that transforms influencers into fantasy characters, and a team-building programme between two companies.
Innovation
We wanted to show our influencers as fantasy heroes in our promotional videos, but using unconventional methods. We hired spectacular costumes for the shoot, but we wanted to spice up the traditional visuals with something more spectacular, so we used AI to turn our three influencers into real fantasy heroes. After a day of smiles and a lot of post-production work in our studio, AK, bLYYY and Pierce were transformed into heroes with shining armour and magic that resonated much more with fans of the game, as streamers could actually see their favourite streamers as if they were straight out of a fantasy game. The videos were enthusiastically received by the LoL community and a huge community of influencers.
Execution
Our agency contributed to the overall concept of the event, the technical management of the competition, influencer marketing, social media, web development and design. Our team managed the media day and was also involved in the selection of influencers. In our studio, our graphic designers created the animations, which were taken to a new level with AI, and the broadcast was also done in our own in-house studio environment. We also came up with the idea of a team-building watch party, which was received with great enthusiasm by our client, who participated with even greater enthusiasm.
Measurable results
The event was a success, with a high level of participation, which allowed the brand to effectively communicate its message to a target audience that is usually difficult to reach. The watch party brought our client much closer to us, which led to further enquiries. Influencers loved the event and would like to participate in a follow-up.
Communication
PR articles, social media posts on Kia Hungary platforms, appearances on influencer platforms, Instagram posts, Twitch broadcasts. The tools proved to be effective, especially the three influencers involved in the project reached a lot of people with Rivalry. This was also due to the special promotional videos created with the help of AI. The event was a success in all aspects, as our client was able to both reach a demographic that traditional communications may not be able to reach with such effectiveness, and with our help was able to organise a fun event for the local LoL community that will be remembered for a long time.
Sustainable practices
No sustainability measures have been applied in the project.
