Challenge

Hot on the heels of Mastercard’s first-of-its-kind, groundbreaking global agreement and multi-year partnership with Riot games for League of Legends Esports, FRUKT was tasked with conceptualising and producing an experiential activation to establish the brand as trusted and authentic sponsor at the 2018 World Championship held in South Korea.

The goal was to curate a platform to provide unforgettable Priceless Experiences for fans of League of Legends Esports, the largest Esport in the world.

Catalyst

Mastercard’s platform is built around connecting with people through their passions. The aim was to bring this positioning to the world’s largest Esport, engaging fans with Priceless Experiences and benefits.

The world of League of Legends Esports has a unique relationship with its fans, who have helped build the Esports scene from the ground up. Every League of Legends fan has played a pivotal role in their passion’s meteoric rise, and is directly invested in its culmination at the World Championships.

Mastercard recognises that League of Legends Esports fans are inherently active contributors to their community, and champions this positive connectivity though shared Priceless Experiences around the League of Legends World Championships.

How We Pressed Play

The Mastercard Nexus was based in The Kunsthalle, a modern industrialist venue made up of 28 recycled shipping containers, seen as an epicentre of cultural and artistic innovation in Gangnam Gu, downtown Seoul.

The three-day experiential pop-up featured a number of ways that fans and members of the public could get closer to the Esport they love, including:

Experiences

• ‘Become a Champion’ through social, shareable Augmented Reality experience
• Play on high-performance gaming PCs and experience Riot Game’s Snowdown Showdown 1v1 game mode that is used exclusively at the All-Star Event
• Customise your very own Mastercard Nexus Jersey
• Watch the final at an exclusive streaming party
• Be in the chance of winning Priceless Surprises including:
  – Opportunity to play 1v1 with a pro player on the Nexus stage
  – League of Legends merchandise and in-game skins
  – Tickets to the World Championships final
  – Behind the scenes tour and a rehearsal viewing of the Opening Ceremony
  – Opportunity to watch a game with a League of Legends pro player from VIP seats
  – Participate in an on-stage playtest of the gaming PCs the pros will compete on during the World Championship Finals at Incheon Munhak Stadium

Education

• Learn “how to stream” – from basics to advanced – at Twitch’s Creator Camp

Inspiration

• Meet pro players and teams
• Have your photo taken with Cosplay Characters
• Watch high profile Twitch influencers stream live Engage in shoutcaster appearances, Q+A, meet and greets and autograph session