By bringing its signature domestic League of Legends event to the Second City, Riot Games expected a media experience that was second to none. It needed to cover all aspects of its climactic competition, drawing high-level press attention the Championship itself while introducing several compelling side storylines — the introduction of a new LCS Commissioner, the integration of a Chicago youth charity initiative, the relationship with PLAYERS on Paramount+, and a star-studded Fan Fest activation that incorporated signature LCS partners.
To accomplish all this, we developed and executed an entire on-site and virtual press process, requiring bespoke deliverables and nimble solutions that accounted for all variables in an incredibly complex undertaking.