The League of Legends 2024 World Championship, which was hosted in Europe this year, is an annual championship tournament hosted by Riot Games, in which the top teams from 8 regions worldwide compete for the ultimate title of World Champion. As the top team from the North American region, FlyQuest was invited as 1 of the 20 teams competing in the tournament.
“Here We Grow” stems from the idea that wherever we go, we want to grow. The goal of the “Here We Grow” campaign was to excite and unite North American fans around the FlyQuest League of Legends team as we compete against the top international teams during the World Championship. In conjunction, we wanted international fans to be proud that a League of Legends team made a tangible impact in their local community. As the only esports organization with a special focus on eco-friendly initiatives, we wanted to be a positive force for good in local communities in each respective city we competed in during the World Championship.
By leveraging the competitive success of our League of Legends team during the 2024 regular season, the “Here We Grow” campaign served as an opportunity to grow our team at every facet possible through the biggest stage, the League of Legend World Championship. This meant a chance to further our company’s mission and focus on sustainability, while also growing our fandom through international success as massive underdogs in the tournament.
Our plan of action for this campaign was to utilize the exposure FlyQuest would receive during the tournament to expand our eco initiative to all the cities that hosted the 2024 World Championship. This meant for each minute of gametime played in that city by any team, FlyQuest would donate between $1 and $20 to the local community, which scaled at each stage of the tournament. These cities included Berlin, Paris and London. Our fans were also able to receive a custom FlyQuest Flower Planter Kit for every jersey purchased on our website. During our campaign, FlyQuest also matched all proceeds during the Berlin Stage to assist with the emergency aid efforts for Hurricane Helene.
With an unexpected quarter-finals run as well as taking the #1 ranked team to the brink of elimination, FlyQuest utilized social media to amplify all of our messaging as all eyes were on us. We also partnered with local European esports organizations, such as Joblife Esports to raise awareness in their respective communities. This included using creative design assets, custom content and meme-inspired posts to capitalize on all the momentum we were getting during the “Here We Grow” campaign.
Through the success of our League of Legends team and social media coverage during the 2024 World Championship, we garnered over 66.3M impressions and 3.4M engagements on X alone. On broadcast, we had over 3.5M peak concurrent viewers with over 30.6M viewership hours during FlyQuest matches. This concluded as the most watched esports match of all time from a North American organization.
The “Here We Grow” campaign raised over $18.2K to the local communities at Prinzessinnengarten, La Societe Protectrice Des Animaux and Thames21.
The amount of support and gratitude we received from our fans globally were immeasurable and showed that our continued dedication to sustainability of the earth is inspiring others to do the same.
