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Online activations, Online advertising
Riot Games - League of Legends


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The game developer of League Of Legends (LoL), Riot Games and Biborg collaborate on a campaign to recruit new players.

League of Legends, the video game published by Riot Games in 2009 is a fast-paced competitive online game with two teams of powerful champions, each with a unique design and play style who battle head-to-head across multiple battlefields and game modes.

Biborg and Riot Games created a campaign with focusing on the different types of champions.

The idea is that there is bound to be a champion for you, a champion that corresponds to your personality. This concept was adapted to formats including a YouTube trueview lead video that went live in France and a Quiz that went live at the beginning of July in France, Germany, US, Mexico and Brazil inviting users to discover their champion and share the results on their social networks.

So which type of champion are you?