Enter the Kia Summoners Showroom—a scalable and repeatable concept that helps Kia to build a lasting connection with the gaming community. A platform that can evolve with the League of Legends scene and its fans. For its debut, we transformed the H20 Esports Campus in Purmerend into a League of Legends fan haven, immersing attendees in the thrill of the LEC Summer Split Finals.
Celebrating the core aspects of gaming culture
Through research within the gaming community we developed an approach that is driven by gamer insights. We focussed on their passion for skill mastery, self-expression, and showcasing achievements both in-game and IRL to craft an interactive experience that let gamers be more than spectators. It’s an event that thrives on celebrating the core aspects of gaming culture, while positioning Kia as an integral part of that culture.
Alongside live streaming the LEC Summer Split Finals in a high-energy, stadium-like atmosphere, fans stepped into the action through 1v1 duels, skill-based challenges, and the chance to win exclusive merch and in-game rewards. Kia supercharged this experience with Masterclasses hosted inside a Kia EV9, where professional LoL players and coaches shared gameplay strategies, giving fans a competitive edge they could watch unfold on the big screen.
Offline and online engagement
To amplify the Kia Summoners Showroom’s reach, we teamed up with well-known influencers, cosplayers, and gaming media such as Power Unlimited. Event highlights were shared across various platforms, creating buzz and further embedding Kia into the LoL ecosystem.
The Kia Summoners Showroom helps Kia to build long-lasting relationships with its target audience and further secure its place in esports and gaming culture.
The Kia Summoners Showroom is more than a one-time event; it’s the beginning of a platform that has the potential to evolve year after year, continuously offering unique and exciting experiences to the League of Legends community. By focusing on what matters most to gamers—skill mastery, social connections, and cutting-edge technology—Kia can build long-lasting relationships with its target audience and remain a key player in the world of esports.
Client
Kia
Case
Kia Summoners Showroom
Platform
Physical event, Twitch
