Events Engine worked with Australian distributor Sugoi Co in activating a press and influencer campaign to support the physical Blu-Ray release of ARCANE. The award winning animation based on the world of League of Legends and screened initially on Netflix, built a fanbase beyond the game and our expertise in both gaming and pop culture was well suited to reaching fans with this premium collectible release.
Our target audience was across both Gaming and Pop Culture/Film media and followers.
Strategy: engage fans and make the most of the project budget by targeting 3 tiers
The team targeted two key outlets and two key content creators for a high level activation, utilising the COLLECTOR’S EDITION.
A selection of smaller content creators were selected as promotional partners for the STEELBOOK edition.
Alongside, our team produced local press office materials, including a local media release announcing the launch of the title and inviting requests for review from games and film/TV media outlets.
The team also engaged League of Legends esports teams in the creator mix, hitting several different points of the broad fandom. We handled all communications and physical placement (mailout, direct handover) to targets over the Sep-Oct period, supporting the release in Australia on October 23rd.
