The integrated campaign ‘New Legends Are Born’ was created in less than three months from the initial brief and harnesses the power of livestreaming, films, PR, and influencer activations and touchpoint planning. It shows the magical birthing journey of a new legend – born out of an unexpected romance between two heroic clans. First, we started with a teaser film which brought the gamers in an ultrasound scan room. A day after, the ultrasound scan was streamed live on YouTube, where gamers were asked to guess the breed of the hybrid. On the game launch day, we brought gamers into the delivery room, where we reveal the progeny for the first time. Discussions were continued on Discord, where the gamers could name the new legend. After a few days later, another film took gamers into the nursery where the baby’s winning name and its inherited skills were revealed. The hybrid baby is also launched in-game for the gamers to raise. We then ran an activation on Twitch where we paired up famous gaming video creator, aDrive, with popular game character illustrator Jonah Lobe, for a live co-creation event with the Bloodline community. Close to 4,800 comments were submitted by gamers as Jonah Lobe sketches out a new hybrid legend out in real-time.