WINNER
Unit9 and BBH Singapore
League of Legends: Wild Rift - Battle of Baron
Unit9 turned YouTube Live into a collaborative multiplayer story game in which fans could unite to face off against Baron Nashor, the most legendary monster of the popular League of Legends franchise.
By creating a live-rendered Baron Nashor, that reacted dynamically to the YouTube Live chat stream through the Unity game engine, the gaming brand was able to put on an intense back-and-forth deathmatch. It also crowdsourced every move in the battle using a voting system in the YouTube Live chat. As fans typed frantically in the comments to defeat their collective opponent, they were able to unlock special abilities by hitting keys at the right time.
Over 50,000 players collaborated in real time to take down the Baron, firing off 1.65 million chat commands (more than 3,000 per second) and the gaming event was watched by an audience of over 450,000. The game went on to hit the #1 spot in app stores in multiple regions.
One judge praised the work for its “powerful engagement” and “good understanding of what the audience truly wants”.
FINALISTS
- Cavai “Sheer driving pleasure with BMW – Sharing Christmas cheer”
- MediaCom "Mars – Transfer Deadline Day”
- VMLY&R “The Mission” (Royal Navy)
- Verizon Media “Vodafone ‘Finding Unlimited’ From Your Couch”
