Prime Gaming x Worlds

League of Legends is more than just a game—it's an unparalleled experience. In 2022, Prime Gaming partnered with Riot to execute a multi-event campaign celebrating their pinnacle esports event, Worlds. As the prime moment for fans, Prime Gaming activated during three key events: TwitchCon, the semifinals in Atlanta, and the grand finals in San Francisco.

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I played a pivotal role, developing a comprehensive social media strategy and executing all digital and onsite tactics throughout the campaign. I led cross-team collaboration between creative, influencers, and event management to ensure tactics, branding, assets, and messaging was cohesive across experiences. I further worked directly with partners Riot and Secretlab to execute multiple international giveaways and ensured messaging and assets were shared both by influencers and via shout cast callout in Riot's marquee Twitch streams, which reached 100,000+ live viewers. In addition to leading the digital and onsite social elements, I also managed the overall booth experience that fans would participate in and also worked directly with influencers broaden messaging and delight their audiences. This effort resulted in a successful 360-degree integrated marketing campaign that authentically engaged fans and celebrated Worlds.

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The campaign became Prime Gaming's most successful in history, elevating the brand and achieving over 543,000 new followers on Prime Gaming's social channels and increasing unique site visits by 192% during the six week campaign.