Apex Legends Season 24
Celebrating the Apex Legends community with Respawn Entertainment.
The Background
As the European agency for Apex Legends Creator Programme, we were asked to help the Respawn team launch Apex Season 24 in the UK. With this milestone falling near the sixth anniversary of the game, we needed to ensure the messaging was clear: we’re here to celebrate the Apex Legends community, and continue the work in ensuring the global creator ecosystem was supported by Respawn. To do that, we designed an interactive campaign, spanning several activations across two months, with creator engagement in mind.
The Activation
The campaign started with a sweet surprise for the core community: the Doughnut Drop. We collaborated with an independent bakery, Planet Doughnut, to develop custom Apex-inspired doughnuts. These landed on the doorstep of our core streamers across the UK, with additional boxes awaiting their communities, as long as they completed the challenges we devised for them. We also collaborated with GETREKT to create bespoke custom Twitch overlays, making the challenges easy to follow, and wins easy to celebrate.
Our second activation got the communities involved through an interactive polling system developed with GETREKT, allowing the chat to decide their next quest. From “How many crates am I allowed to open?” to “How many finisher kills do I have to do?” - creators were stretched to their limit to showcase their skills and bag their viewers some goodies to give away.
Lastly, we turned our creators into agony aunts with Apex Hotline. Viewers submitted questions to creators, who answered them live and turned them into short-form content. Communities jumped at the chance to get Apex advice from their favourite creators, and the activation smashed all KPIs, wrapping up a successful campaign. Respawn’s commitment to creators remains strong, and through our partnership, we intend to amplify and engage with creators with an increased frequency in the coming months!
The
Results
