Worlds 2023 – Appreciate Their Grind

Background

In celebration of Worlds 2023, the Pinpoint team sought to create a social activation that would give back to the League of Legends community across the UK and Nordics. The goal was to honour the dedication and passion of players by spotlighting their favourite in-game memories and the meaningful connections they've built through the game.

The project

execution

The Pinpoint team devised an activation that invited the community to submit their cherished League of Legends memories with friends and partners. These stories ranged from finding soulmates in-game to annual birthday skin celebrations and couples playing side by side. The highlight of the activation was the opportunity for six lucky winners to have their stories recreated by a talented digital artist.

Key actions included:

Submission Drive: Encouraging players to share their best League of Legends memories, resulting in over 150 submissions from across the UK and Nordics.‍
Winner Selection: Choosing six standout stories to be transformed into unique digital artworks, capturing the essence of their in-game experiences.
‍Content Creation: Generating 34 pieces of content that showcased the winners' stories and the created artworks, amplifying the celebration of the community.

Tell My Story

Results

The campaign successfully resonated with the League of Legends community, demonstrating the power of community engagement and appreciation:

The activation garnered

1.04 million

Total impressions

The campaign fostered
strong interaction

30,000

Total engagements

The response from the community was overwhelmingly positive, reinforcing Riot Games' reputation as pioneers in giving back to their dedicated audiences. By celebrating the personal stories and connections formed through League of Legends, the Worlds 2023 activation successfully honoured the game's vibrant and loyal community.

Tell My Story