To thrill players for the Southeast Asia launch of League Of Legends Wild Rift, Riot Games has created an edible, real-world version of Honeyfruit, an in-game health-restoring plant.
Riot set out to create an otherworldly taste profile that defied description that held true to the mystic realm of Runeterra. Ingredients were carefully selected and prepared in a way that made the fruit apparently taste different every time; it was spicy, fizzy, sweet, chocolatey and a herbal health boost all at once.
The experience, created with help from ad agency BBH Singapore and production partner Jack Morton, was rolled out in Thailand, a key market for the game.
Thai gamers were invited to try it at locations all over Bangkok. Some queued for hours and even travelled long distances from the provinces to be one of the special groups to have sampled it. Dozens of gaming creators also received special deliveries of freshly harvested fruits.
Thousands of gamers tried to describe the baffling, magical taste. As intended, it divided opinion. Some were delighted, others didn’t like it, but everyone couldn’t wait to share their views, generating over a whopping 1.7 million impressions on social media within 2 weeks. Fans created reaction videos, taste tests, reviews, challenges and more.
Riot Games Southeast Asia Hong Kong Taiwan and Macau General Manager Justin Hulog said:
“Riot aims to be the most player-focused company in the world and we believe it’s through unique and exciting experiences such as these that we can continue to engage and thrill fans.
We’re always looking for new ways to create memorable activities for players across Southeast Asia and we hope our Thai fans enjoyed having a taste of Honeyfruit in person!”
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