Client
Kia
Last year, Kia brought fans together at a physical event in Purmerend to watch the League of Legends EMEA Championship finals. It worked: the energy was real, the community connection genuine. But the success of that intimate gathering sparked a bigger question: what if we could create that same feeling for the thousands of League fans who couldn’t be there in person?
For 2025, we evolved the concept. The Summoners Showroom would keep everything that made the physical event special: familiar faces from the Dutch League scene, interactive gameplay, genuine community moments and prizes, while bringing it to where fans already spend their time: Twitch.
League of Legends fans don’t need to be in the same room to feel like a community. They’re already watching streams together, chatting with each other, and sharing the experience through their screens. The question wasn’t whether we could recreate the energy of a physical event online, it was how to make the digital version even more accessible and interactive than what came before.
When creators posted about last year’s physical event, their followers could only hope to attend next time. This year, every social post could drive viewers directly into a live experience happening right then. An experience that transcends what they would expect on the platform.
We assembled a crew that represented different corners of the League community: George Faralley as host, bringing his experience from last year’s event. The streamers LinkTijger and Fems as co-hosts, adding comedic energy and massive reach as both YouTubers and streamers. Advienne, a professional esports coach who could break down pro-level gameplay, and Thomas Yuen, respected both as a former pro player and coach, returning to deliver analysis that even hardcore fans couldn’t get from the English-language broadcast.
Forty-five minutes before the main stream started, George went live from inside a Kia EV3. Cameras throughout the vehicle captured him picking up Thomas and the others. Viewers followed the entire journey on Twitch: the drive, the anticipation building, until George finally arrived at the studio where the rest of the crew was waiting.
The main broadcast ran for more than five hours. Between official LEC games, the crew jumped into custom League modes: Hide and Seek turned Summoner’s Rift into a playground. Beat the Pro let viewers watch hosts challenge Advienne in 1v1 duels. Streamer 1v1 battles brought out competitive banter. Dodgeball kept energy high with fast-paced skill-shot challenges. And during breaks, Thomas delivered Kia Masterclass segments: deep strategic analysis that added real value for viewers improving their own play.
Running throughout the entire stream were continuous engagement mechanics, like giving away codes for exclusive skins and chests in the combined chats on Twitch.
While the streams provided one way to reach League fans, we also went directly into the games themselves. Through LevelUp’s programmatic platform, Kia appeared inside various games as native in-game ads: not as interruptive ads, but as actual elements of the gaming environment.
Live streaming performance:
In-game advertising performance:
The sentiment in chat told the real story. Viewers weren’t just tolerating brand presence, they were actively thanking Kia for making the experience possible. “Was echt een leipe stream! En GG Kia!” one viewer commented. Another said simply, “thank you kia.”
This year proved you don’t need everyone in the same physical room to create that sense of community. By moving the experience online, we kept the intimacy while gaining something more valuable: accessibility.
Creators could reach their communities directly through their own channels. Fans who saw social posts could immediately click through and participate. And by packing the stream with interactive elements, we gave viewers reasons to stick around beyond just the LEC matches themselves.
Kia didn’t interrupt League of Legends. They became part of how Dutch fans experienced the biggest tournament of the summer.
