A multi-city fan campaign that transformed a television premiere into a global cultural event.
THE ASK
Reignite excitement for Arcane and reconnect fans with the worlds of Piltover and Zaun ahead of Season Two.
THE CHALLENGE
The return of Arcane required more than traditional entertainment marketing. Fans needed to feel part of the story.
THE EXECUTION
OS Studios developed a connected global campaign built around immersive storytelling, live experiences and fan participation. Each city represented a different chapter in Arcane’s narrative journey.
THE IMPACT
The campaign generated significant global attention and strengthened Riot and Netflix’s vision of a connected watch-play ecosystem.
THE RESULT
50 million impressions, 15 million views and hundreds of thousands of direct fan interactions worldwide.
WHAT WE DID
Created a three-phase experiential campaign spanning Paris, Hollywood and Los Angeles.
