13.11.2020/
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League of Legends is now known for presenting a new champion five times a year. This year the presentation of the champion «Seraphine» took on a new dimension.
Months before news about the new champion became known, a mysterious one appeared Twitter– and Instagram Profile, later even Soundcloud, where the new champion «Seraphine» – not yet known as the LoL champion at the time – gradually uploaded songs.
Although it is clearly a fictional character, «Seraphine» posted like an ordinary influencer, retweeted and also regularly replied to comments. The story of the dreaming girl, who is a songwriter and wants to make it big, developed. This development took place over months and fans were able to accompany «Seraphine» on the journey and interact with her.
omw to work! wish me luck :^) pic.twitter.com/pC5Oy8jXkK
– Seraphine⭐???? (@seradotwav) September 6, 2020
This kind of interaction with fans on social media takes marketing to a whole new level. While it seems like a brilliant idea bringing the champions together with the fans by allowing them to interact with them on social media, there have also been plenty of negative voices about how real Seraphine was portrayed.
Like the following post from 10.10.20, World Mental Health Day, in which “Seraphine” asks fans for “words of encouragement”.
i’m realizing that i can’t do this alone. and maybe i need to be the one to ask for help… so could you give me some encouraging words? i need something to believe in right now
– Seraphine⭐???? (@seradotwav) October 10, 2020
The biggest problem that has emerged in all of this marketing is ethical correctness. The fact that «Seraphine» has one of the most expensive skins at release, in which the entire social media journey is reflected and many are probably more willing to buy it due to the resulting emotional bond, leaves a bitter aftertaste.
Seraphine’s marketing didn’t end there, however: As an “associated act” she was allowed to perform the song “More” with the virtual band K / DA consisting of other LoL champions and now also in an EP “All Out”. After the social media “roleplaying” and the virtual band, it goes even further – the collaboration with Louis Vuitton showed the LoL champions in LV collections in lifelike photoshoot images. The boundaries between reality and play continue to blur.
#LVxLoL
Global pop supergroup @kda_music and @seradotwav dressed in #LouisVuitton by @TWNGhesquiere for a fashion shoot before their performance at the @LeagueOfLegends #Worlds2020 Championship in Shanghai. #LVxKDA pic.twitter.com/TMNRgqSk73— Louis Vuitton (@LouisVuitton) November 1, 2020
According to a statement by Toa Dunn, Head of the Riot Music Group, the main goal with K / DA is not the direct sales with the virtual band, but the effects it can have. With the album “All Out” it is quite possible that more music lovers will fall back on the game. That’s why Riot Games has not only set up special K / DA events in LoL, but also in their other games Teamfight Tactics and Legends of Runeterra.
One thing is clear, however: it will not be the last time that we have heard of K / DA. It remains to be seen whether Riot Games will continue to rely on such interactions with fans, social media and emotional ties as with “Seraphine” in the future. The new marketing strategy that Riot Games is applying with K / DA and Seraphine is unique so far.
We already know something similar from established musical acts like that Gorillaz or Hatsune Mikuwho have already performed «live». Or we remember the Louis Vuitton campaign with the Final Fantasy character Lightning – yes, LV did not only get a taste for video game marketing with League of Legends.
With the new K / DA and Seraphine campaign, however, the integration and interweaving of the various media has reached its peak so far. Riot Games is really going “All Out”, definitely wants “MORE” and will probably not stop anytime soon.
What is your opinion on it all? Has Riot gone a step too far in marketing and personifying a fictional character? Or do you find a successful marketing strategy adapted to the times?
