It’s not every day that your ad gets applauded by the crowd in a stadium!
62 x LION Cereals — Wildest Fans
- 360 Marketing
What do the French League of Legends crowd and Nestlé’s LION Cereals have in common? Their roars pack a punch!
French LoL crowds are renowned for their passion. Capitalizing on this, LION Cereals decided to empower them by launching a 360 campaign featuring the very best that French fans have to offer: The Wildest Fans.
Events, commercials, influencer marketing, social media and more: we made sure the Wildest Fans was the loudest fan club in the world for a little over a year, starting with a first activation where we teamed up with LION Cereals and Riot Games to create the first-ever traveling supporters delegation:
Following the success of the first activation around “Wildest Fans”, LION Cereals continued with a new chapter: a commercial to be broadcasted on the official channels, during the League of Legends European finals:
Then we moved into influencer marketing. This time, if French fans couldn’t physically attend the League of Legends European Finals, LION Cereals would bring the Finals to the fans, and that’s exactly what we did with the influencer activation called Cast-at-Home. Well-known French streamers and shout-casters traveled across France to commentate the Finals live from fans’ living rooms.
The on- and offline campaign included an exclusive contest on the brand’s Twitter, Facebook, and Instagram pages, supported and amplified by well-known influencers. Open to all fans in France, the contest offered two winners the chance to host two pro commentators for an exclusive at-home cast.
Casters en place chez les #WildestFans de La Rochelle ! C'est parti pour la première game de ces Qualifiers #LolOpenTour pour L'#ESWC Metz ! pic.twitter.com/vW1aiUm47E
— Céréales Lion (@cerealeslion) August 26, 2018
Les #WildestFans s'essayent au cast avec @CaelanEuw ! Déguisement obligatoire ! pic.twitter.com/nvCnewyecy
— Céréales Lion (@cerealeslion) August 26, 2018
Comme un parfum de vacances pour ce deuxième cast du #LolOpenTour avec les #WildestFans 😎
— Céréales Lion (@cerealeslion) August 26, 2018
Merci encore pour l'accueuil @_SayBouh & @Flachony ! pic.twitter.com/THsMYyg2jO
All in all, the Wildest Fans lived for over one year with additional smaller activations, making this 360 campaign the first long-term step for LION Cereals into esports.
