League Of Its Own: Final Quest
View the case- Brand
- Red Bull
- Year
- 2024
- Objective
- Engagement
- Industry
- Entertainment
- Mechanic
- Arcade & Action
- Platform
- Web
- Agency
- Merci-Michel
Objective
Red Bull used its second League of Its Own tournament in Paris to turn French League of Legends fans' loyalty to Karmine Corp into direct engagement with the brand. Rather than promote the December 15, 2024 event with a banner, the campaign let fans play as Karmine Corp's own prospect, tying ticket access to time spent in the game itself.
Solution
The game opens on Red Bull's campaign page with Caliste, a Karmine Corp prospect, dropped into an arena swarmed by waves of enemies. The player dodges the horde while collecting stardust that fills a score meter and charges an ultimate ability. After each of 14 waves, the game pauses to offer a choice of one of three upgrades — a spell or a stat boost — and a wrong pick makes the next wave harder to survive. Scattered across the arena are cans of Red Bull; grabbing one triggers a short burst of invincibility that clears the screen and tops up the energy meter. A session ends when the player is overwhelmed or completes all 14 waves, with the final score submitted to a leaderboard. The same game also ran on arcade cabinets set up at the campaign's live events.
Results
The game drew 11,000 unique players and 50,000 impressions, with registered users averaging 11 minutes per session.
- 1
Players find the game embedded on Red Bull's "League of Its Own – Final Quest" campaign page, which invites them to play as Caliste, a Karmine Corp prospect, for a chance at a VIP experience at the December 15, 2024 tournament in Paris; a "play" button sits alongside a link to buy tournament tickets.
- 2
Before starting, the page walks through how to play, what prizes are on offer, and a live leaderboard, and players must register so their run counts toward the leaderboard and prize draw, with entries open until November 24, 2024.
- 3
Each run opens on a top-down arena where the player controls Caliste, rendered in Karmine Corp and League of Legends style, as waves of minions converge on the character from all sides.
- 4
The player keeps moving to avoid being surrounded while the character's attacks clear enemies in range, in the style of Vampire Survivors or Brotato.
- 5
Defeated enemies drop stardust that the player collects to raise their score and charge an ultimate meter.
- 6
Clearing a wave pauses the action and offers a choice of three upgrade cards, permanently boosting either spells or physical stats and locking in part of the build for the rest of the run.
- 7
The wave-then-upgrade cycle repeats for up to 14 waves, the fixed length of a full run.
- 8
At a critical moment the player can pop a Red Bull can power-up, triggering brief invincibility that clears the arena of enemies and fully refills the energy meter.
- 9
When a run ends, the player sees their score and leaderboard rank and can restart to try for a better result; the top five finishers on the leaderboard win prizes, from jerseys and VIP tournament passes for first place down to jerseys alone for fourth and fifth.
- 10
The same game also runs offline on arcade cabinets set up at campaign events, letting visitors play it as a physical machine rather than in a browser.
