Tattooed long-haired man in a black hoodie holds a white guitar in a music studio beside large text "BERNTH CAN’T"
Submitted by Zorka.AgencyAgency IPI Score 39/100

Raid: Shadow Legends BERNTH Guitar Riff Challenge

Influencer Marketing

Zorka.Agency built a guitar riff challenge with BERNTH for Plarium's Raid: Shadow Legends that paired a musical task with an in-game task, and reports 141K+ views on YouTube.

141K+YouTube Views
4%Engagement Rate

Case in 60 seconds

Plarium asked for the Raid: Shadow Legends soundtrack to become a track built to go viral, but loving a song and installing a game are two different actions, so views alone would not close the gap.

Guitar fans already learn riffs and post their own versions, so Zorka.Agency reads them as an audience that participates rather than watches, because a challenge lands with that crowd as native rather than sponsored.

Zorka.Agency turned a single guitar performance into a two-sided challenge in which fans completed a musical task and an in-game task for one shared reward, so the riff audience had a reason to open the game.

The challenge ran on YouTube around BERNTH's riff; entrants learned it, posted their fastest take tagging BERNTH, installed Raid through the creator's link, reached Bronze III in Classic Arena and shared their player ID. The prize was a custom Ibanez with Tholin Foulbeard artwork signed by BERNTH, while linking in unlocked Tholin, a Legendary champion available nowhere else.

Zorka.Agency reports 141K+ views on YouTube at a 4% engagement rate, which it describes as well above the sponsored-content norm, while the page names the in-game requirement as the variable to optimise next time.

Strategy Breakdown

Guitar fans who learn riffs and post their own versions, alongside Raid: Shadow Legends players, with music fans offered game-world exclusivity and gamers offered music-world exclusivity.
A game soundtrack can earn attention as music without moving anyone to play, so Plarium needed the riff to carry listeners across into the game rather than stop at a listen.
Raid: Shadow Legends supplied both halves of the reward, the Tholin Foulbeard artwork on the Ibanez and Tholin as an exclusive Legendary champion, so the game sat inside the prize rather than beside it.
The fans of guitar creators already learn riffs and post their own versions, so the challenge asked that audience for a behaviour it already had rather than a new one.

Creative & Execution System

Assets & channels

  • YouTube

Partners

  • Zorka.Agency

Participation mechanic

  • Entrants learned BERNTH's riff and posted their fastest take tagging BERNTH, installed Raid through the creator's link, then reached Bronze III in Classic Arena and shared their player ID to compete for one shared reward.

Creator role

  • BERNTH

Results & Evidence

MetricValue
YouTube Views141K+ views
Engagement Rate4%

Why Zorka.Agency's strategy worked

  1. 1

    A two-sided entry that requires a musical task and an in-game task for one reward ties creator attention to an install, because the prize cannot be claimed without opening the game.

  2. 2

    Casting a creator on participation rather than reach suits a challenge mechanic, because an audience that already posts its own riff takes treats an entry as a habit rather than an ask.

  3. 3

    Pairing a physical collectible with an exclusive in-game champion gives each audience something from the other world, so music fans and gamers both have a reason to enter rather than one side alone.

  4. 4

    An in-game threshold such as Bronze III in Classic Arena raises the effort of entry, which is why the agency flags that requirement as the variable to adjust in a repeat of the format.

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