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League of Legends is now known for introducing a new champion five times a year. This year the presentation of the champion «Seraphine» has taken on a new dimension.
Months before the news of the new champion became known, a mysterious one appeared Twitter– and Instagram profile, then also Soundcloud, where the new champion “Seraphine” – not yet known as the LoL champion at the time – gradually uploaded songs.
Although clearly a fictional character, “Seraphine” posted as a regular influencer, retweeted and even responded to comments regularly. The story of the girl who dreams, who is a songwriter and wants to grow up, has developed. This development took place over the 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) 6 September 2020
This type of interaction with fans on social media takes marketing to a whole new level. While it seems like a brilliant idea to bring the champions together with fans by allowing them to interact with them on social media, there have also been many negative rumors about how the real Seraphine was portrayed.
Like the following post of 10.10.20, World Mental Health Day, in which “Seraphine” asks fans for “words of encouragement”.
I’m realizing that I can’t do it alone. and maybe I have to be asking for help … so could you give me some encouraging words? I need something to believe in now
– Seraphine⭐🌊 (@seradotwav) October 10, 2020
The biggest problem that has emerged in all of this marketing is ethical fairness. The fact that ‘Seraphine’ has one of the most expensive skins at the time of release, which reflects the entire social media journey and many are more likely to buy due to the emotional bond that comes with it, leaves a bitter aftertaste.
But Seraphine’s marketing didn’t end there: as an “associated act”, she was allowed to perform the song “More” with the virtual band K / DA, made up of other League champions, and now also on an EP “All. Out “. After the “role play” on social media and the virtual band, it goes even further: the collaboration with Louis Vuitton showed the champions of League in the LV collections in realistic images of photo shoots. The boundaries between reality and play continue to blur.
#LVxLoL
Global pop supergroup @kda_music is @seradotwav dressed in #Louis Vuitton of @TWNGhesquiere for a fashion shoot before their performance at @League of Legends # Worlds2020 Championship in Shanghai. #LVxKDA pic.twitter.com/TMNRgqSk73– Louis Vuitton (@LouisVuitton) November 1, 2020
According to a statement from Toa Dunn, head of the Riot Music Group, the main focus with K / DA is not direct selling with the virtual band, but the effects it can have. With the album “All Out” it is quite likely that more music lovers will resort to the game. That’s why Riot Games has not only organized special K / DA events in League, but also in their other games Teamfight Tactics and Legends of Runeterra.
One thing is clear, however: it won’t be the last time we hear about 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 Riot Games is using with K / DA and Seraphine is unique so far.
Something similar is already known from established musical groups such as Gorillaz or Hatsune Miku, who have also performed “live”. Or let’s recall the Louis Vuitton campaign with the character of Final Fantasy Lightning: yes, LV didn’t just have a taste for video game marketing with League of Legends.
With the new K / DA and Seraphine campaign, however, the integration and intertwining of various media has reached its peak so far. Riot Games really goes “All Out”, definitely wants “MORE” and probably won’t stop anytime soon.
What is your opinion on all this? Did Riot go too far in marketing and embodying a fictional character? Or do you find a successful marketing strategy adapted to the times?
More from Julia “Noonchi” Ruprecht
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