LIL NAS X: PRESIDENT OF LEAGUE OF LEGENDS
I spearheaded one of Riot’s most innovative & ambitious campaigns: making Lil Nas X the new President of League of Legends.
With the goal of turning Worlds 2022 into an iconic cultural moment, this breakthrough collaboration spanned Game, Esports, and Music.
THE ANNOUNCEMENT: Lil Nas X Takes Over League of Legends
Our comedy series answered the question no one asked: “What if pop superstar Lil Nas X took over League of Legends?”
Starting with this announcement film and using a fresh, self-effacing tone, our campaign instantly won the hearts & minds of our community.
This film & following social interactions went viral, within 48 hours becoming Riot’s most-engaged & most-covered content all year.
Press Coverage
277 articles from over 184 publications
including Variety, Hypebeast, The Verge
Social
69.3M Organic Reach
4 Twitter Trending Topics
Sentiment
82% Positive Emotional Response
The Collaboration: An Exclusive In-Game Skin
Our second film showed President Lil Nas X make changes to the game.
His passion for our new Champion, K’Sante, led to the surprise announcement of our first ever artist co-designed skin.
The Lil Nas X K’Sante Prestige Skin
K’Sante was a new playable character in League of Legends, and he was also our first black, gay champion.
The overlap of what K’Sante and Lil Nas X meant to culture and to the LGBTQ community was too powerful to ignore, so we leaned in to honor them both.
Lil Nas X was the first ever artist to co-design a skin for League of Legends, a cultural first befitting this icon.
THE FINALE: GET READY FOR THE OPENING CEREMONY
The final act in our comedy trilogy hyped fans for the best Opening Ceremony ever.
The Opening Ceremony is a live performance preceding the World Champions Finals – fusing gaming, sport and entertainment in a spectacle that rivals the Super Bowl Halftime Show.
STAR WALKIN’ - THE WORLDS 2022 ANTHEM
The biggest surprise of all: Lil Nas X created this year’s Worlds Anthem. STAR WALKIN’ launched with a LoL Esports-focused music video, showing our sport & pros’ undeniable impact on culture through the literal transformation of our Finals host city San Francisco.
Press
102 Articles from 95 Publications
72% positive sentiment
Live YouTube Premiere
102K Peak Viewers, 25% higher than any previous
Lil Nas X music video launch
Viewership
12 million organic views in 6 days
Premiered at #3 on Youtube Trending