Riot Games
BRINGING VIRTUAL FRUIT TO LIFE
Capabilities:
League of Legends, the most popular PC MOBA game in the world, has been around for more than a decade.
So when the video game developer, Riot Games, told us they were launching a mobile version called Wild Rift, we needed to find a way to reignite the imagination of gamers around the world.
This is the story of how we used transdimensional gastronomy to do it.
4.4M
Media impressions
1.7m
Social impressions
10.5k
Honeyfruit eaten
In the world of video games, a decade feels more like a century.
We needed to convince old and new gamers that there was more to discover.
Instead of bringing the real into the virtual, we brought the virtual into the real.
We gave fans a literal taste of the game.
The honeyfruit is a life-saving power-up, consumed by millions of Wild Rift players every day.
So we enlisted a modern-day culinary wizard to make a real-life version.
We used molecular gastronomy and microbeads of condensed flavours (including aloe vera, mint, wheatgrass and chilli) to create an indescribable otherworldly taste. Sweet, spicy and surprising, it tasted different with every bite.
We set up futuristic honeyfruit carts across Asia that looked like they were straight out of the fantasy world. These drew thousands of curious taste buds, giving our open-minded audience a restorative boost – just like its virtual counterpart.
Just as we hoped, everyone who got a taste of honeyfruit had an opinion about it – and all this newfound interest refreshed fans’ excitement about a game they thought they knew inside out.
