Singapore under Siege: Netflix hit ARCANE sees pop-up store destroyed as part of global campaign - MARKETING Magazine Asia


Singapore under Siege: Netflix hit ARCANE sees pop-up store destroyed as part of global campaign

Riot Games and We Are Collider’s global campaign to support the launch of the new League of Legends-inspired series Arcane has entered its next phase of activations, with Singapore’s ION Orchard Mall HexTech Expo pop-up destroyed as a promotional stunt for the Netflix series. The HexTech Expos in Paris, London, Madrid and Istanbul have also faced disruption, in what appears to be a coordinated effort from key character(s) in the hit series.

  • Riot Games’ highly anticipated Singapore Hextech Expo has been destroyed as a promotional stunt for Netflix TV Series ARCANE
  • Hextech Expos in Paris, London, Madrid and Istanbul have seen similar disruptions, fueling rumours key character(s) from the TV series are to blame
  • ARCANE has reached Netflix’s top-spot in 50 countries and is being touted as the streaming giant’s “best rated Original Series ever”

The Singapore pop-up saw Piltover, Arcane’s “City of Progress”, showcasing technological advances to the real world. The latest stunt has seen innovative products stolen from the displays, the shop facade transformed with curated graffiti and a series of props and clues left behind.

Having promised fans that the universe would spill out into the real world, the final launch in Los Angeles, will go ahead as planned.

The Arcane campaign kicked off with a takeover of the Burj Khalifa, the world’s largest screen, spotlighting League of Legends Champion Jinx’s battles with authority, her sister and herself. HexTech Expos were set up around the world to coincide with the series’ staggered episode release schedule.

These stores showcased the magical technological “HexTech” innovations from the series, through the use of Augmented Reality and Interactive window displays – giving a unique experience for both the League of Legends community and global audiences. The pop-up stores have since been destroyed in a calculated manner, with each destruction bigger and better than the previous one alongside the development of the main character.

Anton Jerges, CEO of We Are Collider said: “It is awesome to be able to work with Riot in both expanding its footprint in the entertainment space and in continuing to drive cultural impact. League of Legends has one of the most dedicated communities in the world and, with this campaign, we really wanted to connect with them in a way that speaks to that, by bringing the universe of League of Legends to the real world. With lots of secrets and clues threaded throughout our whole campaign we are excited to be able to deliver a unique experience and to engage both new and longtime fans of League of Legends with crafted content across digital and analogue channels.”

Mark Cox, European Director of Brand for Riot Games said: “Arcane is a true love letter to the League of Legends community and for that reason we always knew we wanted to do something big with the launch. We’re immensely proud of the work that has gone into the series and how it expands Riot’s horizons in the entertainment space, thanks to the efforts of our team in the MENA region we’re kicking off our campaign with a takeover of the Burj Khalifa, it doesn’t get much bigger than that! We’re now looking forward to seeing the vision that we have created with We Are Collider come to life, they have produced a campaign that really does put our community at the heart and have gone deep to deliver a truly authentic player experience.”

For more information, please contact [email protected] or [email protected].

Watch the series here: https://www.netflix.com/watch/81446667?trackId=13752289


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