PHOENIX SANTAMARIA
Kind Royale
Meta - Project Rockit - Fortnite
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1 in 2 gamers experience online bullying, causing ongoing mental health issues to our youth.
Meta wanted to do something about it. We teamed up with anti-bullying charity Project Rockit to create Kind Royale, a gaming tournament with a twist — the prize money didn’t go to the best streamer, it went to the kindest streamer with the kindest fans.
Awards:
Client:
Meta & Project Rockit
Media:
Integrated Digital
Year:
2022
Meta
Kind Royale
Every stream chat log and Discord was scanned for words conveying negative and positive sentiment. The result: a completely toxicity-free tournament streamed to millions.
The Campaign was endorsed by all 80 professional gamers, posting their pledges online to take part in the Kind Royale tournament as streamed to over a combined 11 million people.
"Can we have Kind Royale everyday!?"
- @TRISNIPS, World renowned streamer
The design elements of the campaign were carefully thought out, with 3D brand elements produced in order to be used both in game & across digital placements.
The results spoke for themselves with over 10 million earned media impressions, alongside $1.4 million in free media value & 42 thousand comments, the impacted of the Kind Royale tournament stretched far beyond the screen.
Meta - Kind Royale