To promote the launch of the mobile version of League of Legends, Riot Games and BBH Singapore turned Honeyfruit, the life-saving in-game fruit, into a real thing.
The team worked with Jack Morton and a chef who deliberately chose ingredients that could be prepared in a way that made the fruit taste different every time. The herbal health boost was spicy, fizzy, sweet, chocolatey all at once.
Thai gamers were invited to try it at locations all over Bangkok. Some lined up for hours. Others traveled from far-flung provinces to get a taste. Dozens of gaming creators also received special deliveries of freshly harvested fruits.
As intended, the fruit divided opinion amongst those who gave it a go. Some loved it, some loathed it, some were indifferent. But, most importantly for Riot Games, the experiential campaign generated over 1.7 million impressions on social media within 2 weeks. Some fans created reaction videos, taste tests, reviews, and challenges.
“Riot aims to be the most player-focused company in the world and we believe it’s through unique and exciting experiences such as these that we can continue to engage and thrill fans,” said Justin Hulog, General Manager for Southeast Asia, Hong Kong, Taiwan and Macau, Riot Games.
“We’re always looking for new ways to create memorable activities for players across Southeast Asia and we hope our Thai fans enjoyed having a taste of Honeyfruit in person!”
“We wanted Honeyfruit to get gamers talking, so we created a flavor that was true to the realm of Runeterra – something fresh, complex, and inherently otherworldly,” added Xander Lee, Creative Director at BBH Singapore.
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