
It's beginning to look a lot like Christmas
Advent calendars for VALORANT and League of Legends
Communications

It's beginning to look a lot like Christmas
Communications
Riot Games wanted to bring regional Christmas spirit to its German-speaking community across VALORANT, League of Legends, and League of Legends: Wild Rift. The brief: design, produce, and run an advent calendar on the German social media channels for all three titles, engaging the community across Germany, Austria, and Switzerland on Instagram, Twitter, and Facebook with festive content every day in December.
MSM.digital delivered the campaign on time and on budget, generating 3 million organic reach and engagement rates of up to 13% on the most engagement-driven posts, from 72 content ideas produced as 216 individual advent calendar pieces in under three months.
For December 24th, we created three additional flagship content pieces: a Wild Rift speed-drawing collaboration with a German illustrator, a League of Legends Christmas story featuring community poems and stories with a professional voice actor, and an original VALORANT Christmas song, "Snowball Fight on Icebox," featuring gameplay from players within the community.
We also developed nine exclusive advent-calendar merchandise items, used as prizes across six sweepstakes on the social channels of VALORANT, League of Legends, and League of Legends: Wild Rift.
The content before Christmas. Coming up with 72 content ideas for 216 advent calendar pieces in less than three months, designing them, and publishing them was quite a ride. We're proud of the result, and of the trust Riot placed in us for this project.