Client: FlyQuest Esports

Role: Director of Marketing

Timeframe: 2024 League of Legends World Championship

Platforms: X/Twitter, social, broadcast

The challenge: FlyQuest qualified as North America's top team for the 2024 League of Legends World Championship, hosted across Europe. The goal was to unite NA fans around the team on the world's biggest esports stage — while also making a tangible, local impact in each city the tournament visited, in line with FlyQuest's identity as the only esports org with a dedicated sustainability focus.

The strategy: I strategized the digital components of the "Here We Grow" campaign and managed its social execution, building on the team's regular-season momentum to grow the brand on every front during the tournament run.

What I did

• Tied competitive success to community impact: FlyQuest donated $1–$20 (scaling by tournament stage) for every minute of gameplay in each host city — Berlin, Paris, and London

• Offered a custom FlyQuest flower planter kit with every jersey purchase to reinforce the sustainability angle

• Matched proceeds during the Berlin stage toward Hurricane Helene emergency relief

• Capitalized on an unexpected quarterfinals run — including a near-upset of the #1 team — with real-time social amplification, custom creative, and meme-driven content

• Partnered with local European esports orgs (e.g., Joblife Esports) to extend community reach

Results

• 66.3M+ impressions and 3.4M engagements on X alone

• 3.5M peak concurrent viewers and 30.6M viewership hours — the most-watched esports match ever from a North American organization

• $18.2K+ raised for local community organizations across the host cities

• Finalist, Social Good Campaign — 17th Annual Shorty Awards