Nail the riff. Raid the arena.

A guitar riff challenge for Raid: Shadow Legends where the prize sat behind two doors — one musical, one in-game.

views on YouTube: 0K+
ER: 0%
signed Ibanez: 0-of-1
music + in-game task: 0-in-1

Plarium came to us with a clear task: turn the Raid: Shadow Legends soundtrack into a track built to go viral. The music already had what it needed — a riff strong enough to spread on its own. But virality wasn't the metric that mattered. Loving a song and installing a game are two different actions, and closing that gap called for more than content.

Our answer was to turn a single guitar performance into a two-sided challenge. To win, fans had to complete a musical task and an in-game task for one shared reward — music, gameplay and a one-of-a-kind collectible folded into a single activation, so the audience showing up for the riff had a real reason to open the game too.

The creator criteria came before the shortlist: an audience that participates rather than watches, and a creator where a challenge reads as native rather than sponsored. Guitar creators fit both — their fans already learn riffs and post their own versions. BERNTH won the shortlist, one of the best-known guitar creators out there, with exactly that audience.

Entering took three steps: learn BERNTH’s riff and post your fastest take tagging him, install Raid through his link, then hit Bronze III in Classic Arena and share your player ID.

The custom Ibanez with Tholin Foulbeard artwork airbrushed across the body.

BERNTH on camera listing the five steps to enter the challenge.

The prize made the task worth it: a custom Ibanez carrying Tholin Foulbeard artwork, signed by BERNTH. Linking in also unlocked Tholin himself — a Legendary champion available nowhere else. Music fans got game-world exclusivity, gamers got music-world exclusivity.

The run finished on 141K+ views on YouTube at a 4% engagement rate — well above the sponsored-content norm, and the clearest proof the creator match was right.

Two-sided entry: a musical task and an in-game task for one shared reward
Creator picked on participation, not reach — guitar fans already post their own riff takes
Prize: a one-of-a-kind Ibanez with Tholin Foulbeard artwork, signed by BERNTH
Tholin, a Legendary champion available nowhere else, unlocked on install

The creative fit and the engagement held. The in-game requirement — reaching Bronze III in Classic Arena — is the variable to optimise next time.