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Special Project

Special Project
From the 16th Annual Shorty Awards

Muted Words - X Presence

Bronze Honor in X Presence


Riot Games approached Ayzenberg with a challenge: how can we help engage League of Legends’ very specific player community in an authentic way, all while keeping them consistently entertained, every day, month over month?

We became the first agency to partner closely with Riot on providing evergreen content for their owned channels at scale, creating daily content for X, Instagram, TikTok, and Facebook. Rising to this challenge meant building a dedicated team to live and breathe League social every day. In collaboration with Riot, we built a strategy of entertaining evergreen posts, ongoing content series, educational content leveraging gameplay capture, quick turn trending and reactive workflows, as well as social-first approaches to each new campaign.

Strategy and Execution

Briar was a new League of Legends champion released this year, and our team created an entire campaign of bespoke social creative to support her release - from cooking videos, to hangry gifs, to Tumblr memes, to ability spotlights, and more. All of these posts were performing well, yet when the Briar key art dropped, all conversation on social went to just one place - the way her feet were so prominent in the key art. This could have been a campaign ending moment on social, yet instead we aligned with client on a strategy to lean into the skid and do something that only social can do. Our response was a real time, platform-specific post that could only be done on X, and could only come from @LeagueofLegends. Using Twitter’s native mute tools, we announced to the world, “If your tweet contains these four words, League of Legends isn’t gonna see it.”


By capturing the zeitgeist of the moment, and by speaking a language only social can speak, this post garnered over 30K likes and became the most-engaged champion X post of the year, generating endless memes, riffs, and fan art, resulting in over 175% more mentions for Briar than any prior champion that year and over 4.6M earned engagements.


Video for Muted Words - X Presence

Entrant Company / Organization Name

Ayzenberg, Riot Games


Entry Credits