Case Study

League of Legends World Championship

Riot Games

Strategy
Social
O2 : Social

The Situation

Riot Games named Lil Nas X "President" for the League of Legends World Championship — its Super Bowl — with a new anthem ("Star Walkin'") and a mission: use an artist who isn't a gamer to make Worlds the most talked-about cultural moment on the internet, without losing core fans.

The Insight

Hear the sound of the new prez. Inspired by politicians whose nonsensical, provocative posts dominate the feed, we gave President LNX a social voice mixing his raunchy humor with deep League lore — executive decrees, LinkedIn-worthy flexes, and nonstop hype that won over Riot's skeptical fans.