League of Legends
Challenge: Introduce League of Legends players to the game's newest fighter: Sett, the Boss.
Idea: Show 'em who's boss.
We teased Sett by sending targeted emails to players who main fighters. They received one of four random emails (below) showing iconic champions getting punched by Sett's Q, W, E, or R ability.
At the same time, players who scored a certain number of first kills in the game were awarded a mysterious calling card (same design at the bottom of the emails) that would later be redeemable for Sett.
75% of players stated increased interest to unlock Sett after viewing the Calling Card (same for the Champion Spotlight)
69% of players stated increased interest to unlock Sett after viewing the teaser emails (Reddit discussion threads also popped up to piece the emails together)
2,200,000 players unlocked Sett with the Calling Card
Up to $164,000 in revenue impact from the Calling Card
Role: Creative Director, Copywriter on Champion Spotlight