League of Legends: Arcane
1st Anniversary Campaign
It was a collaborative journey being in a tight-knit team of four, where I had the pleasure of contributing to the “Arcane” campaign, which was a memorable part of our brand collaboration.
My initial interest in visual arts and gaming
began with an intense market job...
Faced with lack of news for Arcane S2, we designed celebratory events with partners.
Background
Faced with lack of news for Arcane S2, we designed celebratory events with partners.
Goals
Boost brand awareness, increase user engagement, attract new viewers, improve ROI.
Expected Results
Leverage S1 success to raise brand awareness and drive positive discussion. Create moments for fan participation and celebration.
Audience Analysis
Target ACGN fans. Expand reach via award angle and multi-domain influencers/celebrities.
Featured Influencers
Collaborating with influencers and celebrities like Jackson Wong and Akini Zhu.
Collaboration
Akini Zhu x ZOHAN
Participating in the planning of Akini Zhu’s commercial styling and music video was a significant brand collaboration event.
Campaign Execution
- Tencent Video limited free viewing
- UGC campaign launch
- In-game event release
- Arcane product launch on e-commerce
- BTS release on social media & Bilibili
Nov 7-20, 2022
Key Events
UGC campaigns, fan video remix releases, IMAX marathon screenings
Key Outcomes
Remix streaming rankings, online sentiment analysis, communication roadmap
Results Overview
- Arcane official Weibo account followers +182%, Riot Games Music accounts significant growth
- S1 viewership & game revenue increased
- 300M+ impressions, 400K+ user engagement, 15 cross-platform trending topics
