Since 2017, LION® Cereals have been a partner for the League of Legends European Championship (LEC) finals, putting fans in the stadium at the heart of everything they do, through their No Fan No Hype positioning.

However, with COVID-19, LEC fans had no stadium to cheer in… If in 2020 fans couldn’t go to the stadium, LION® would bring the stadium experience online. Using gaming communication platform, Discord, LION® adapted their LEC sponsorship to launch The Hype Room – a dedicated vocal Discord server – specifically created to keep fans cheering, but this time, online.

There, fans could interact as they would in-stadium and join local language hype rooms with influencers – getting much closer than possible in a stadium!

The Hype Room generated an online stadium of +8K LEC fans from +11 countries, a retention rate of +44%.

LION® kept the hype of the esports stadium alive in 2020!