fortnite

  • Media Strategy & Focus:

    • Objective: Drive global awareness, engagement, and in-game adoption for Fortnite Chapter 4’s major updates, including Unreal Engine 5.1 upgrades, new Battle Pass, and gameplay mechanics.

    • Target Audience: Existing Fortnite players, lapsed players, and new audiences across console, PC, and mobile platforms.

    • Key Focus Areas:

      • Re-engaging lapsed players with highly targeted remarketing.

      • Capturing new audiences by positioning Fortnite as the ultimate social gaming experience.

      • Showcasing graphical enhancements through high-impact creative.

    Media Plan & Execution:

    • Platforms: YouTube, TikTok, Twitch, Meta (Facebook/Instagram), Snapchat, Twitter, programmatic video, connected TV (CTV), and endemic gaming sites.

    • Budget Allocation:

      • 60% Awareness & Engagement: YouTube TrueView, TikTok Spark Ads, Twitch takeovers, CTV, and display on IGN/GameSpot.

      • 25% Performance & Retargeting: Meta Advantage+, Google App Campaigns, Twitter Amplify, and Reddit promoted threads.

      • 15% Influencer & Community Amplification: Paid partnerships with top streamers across Twitch and YouTube.

    • A/B Testing Strategy:

      • Optimized placements between 15s, 30s, and 60s video ads to identify best-performing lengths.

      • Tested different CTA variations (Play Now vs. Download Free vs. Battle Pass Upgrade).

    Creative & Messaging Approach:

    • Trailer Strategy: Created cinematic launch trailer featuring Unreal Engine 5.1 updates, new skins (Doom Slayer, Geralt of Rivia), and fresh gameplay mechanics.

    • Influencer-Led Content: Paid partnerships with Ninja, Tfue, SypherPK, and ChicaLive for live reveals and gameplay showcases.

    • UGC Spotlight: Leveraged TikTok trends and Spark Ads to promote in-game moments under #FortniteChapter4.

    • Localized Creative: Adapted messaging for regional audiences, focusing on emerging markets in Latin America, Europe, and Asia.

    Results:

    • 15M+ players re-engaged within the first week.

    • 78% lower cost-per-engagement on TikTok versus previous launches.

    • 250M+ impressions globally across paid media.

    • 30% increase in Battle Pass sales YoY.

  • Media Strategy & Focus:

    • Objective: Capitalize on nostalgia to bring back lapsed players while maintaining engagement from existing ones.

    • Target Audience: Original Fortnite players from Chapter 1 (2017-2019), gaming nostalgia communities, and high-spending Battle Pass users.

    • Key Focus Areas:

      • Nostalgia-driven marketing highlighting OG map, weapons, and mechanics.

      • Competitive gaming community engagement.

      • Viral user-generated content amplification.

    Media Plan & Execution:

    • Platforms: YouTube, Twitch, Meta, TikTok, Reddit, Snapchat, CTV, and programmatic display.

    • Execution:

      • Massive YouTube campaign: 6-second bumper ads, TrueView ads, and YouTube Shorts highlighting iconic Fortnite moments.

      • Twitch sponsorships: Branded OG Fortnite streams with popular creators.

      • Community-driven TikTok: Spark Ads promoting nostalgic clips from the Fortnite creator community.

      • Reddit Takeovers: Promoted threads in r/gaming and r/FortniteBR.

    • A/B Testing:

      • Tested Cinematic vs. Gameplay trailers for highest engagement lift.

      • Compared influencer-led organic clips vs. studio-created trailers.

    Creative & Messaging Approach:

    • “Return to the Beginning” messaging with iconic imagery of Tilted Towers, Loot Lake, and OG skins.

    • Long-form YouTube developer breakdown featuring Donald Mustard (Epic) explaining the return of OG Fortnite.

    • Leveraged memes and viral trends to enhance engagement.

    Results:

    • Record-breaking 44.7M concurrent players at launch.

    • #1 trending gaming campaign on YouTube for 10 days.

    • 67% engagement lift on Reddit vs. previous Fortnite activations.

  • Media Strategy & Focus:

    • Objective: Introduce a younger demographic to Fortnite through LEGO integration.

    • Target Audience: Families, younger gamers (8-14), LEGO enthusiasts, and casual gamers.

    • Key Focus Areas:

      • Highlighting the creative and build aspects of Fortnite in a kid-friendly way.

      • Positioning LEGO Fortnite as safe, fun, and imaginative.

    Media Plan & Execution:

    • YouTube Kids & Family Advertising: Targeted ads on kid-friendly content.

    • TikTok Creator Partnerships: Collaboration with kid-friendly influencers to showcase LEGO builds.

    • Retail Integration: Sponsored LEGO Store activations and in-store promo videos.

    • Gaming Sites & CTV: Heavy IGN/GameSpot coverage plus ad spots on Hulu Kids.

    Creative & Messaging Approach:

    • “Build, Explore, Survive” tagline aligning LEGO and Fortnite’s core elements.

    • Ad creative showcased parent-child gaming experiences.

    • Kid-safe creative adhering to COPPA standards.

    Results:

    • 2M+ new accounts created in LEGO Fortnite mode within first month.

    • 80% higher engagement rates in family-friendly ad placements vs. standard.

    • Surge in organic UGC content, with #LEGOFortnite reaching 1B+ views on TikTok.

  • Media Strategy & Focus:

    • Objective: Drive engagement through limited-time Spider-Man skins & content.

    • Target Audience: Marvel fans, Fortnite players, and casual moviegoers.

    Media Plan & Execution:

    • Integrated Promotion with Sony:

      • In-theater ads for Spider-Man: No Way Home included Fortnite QR codes.

      • Tom Holland Zendaya Fortnite livestream event on TikTok.

    • Google & Meta PPC: Targeted Marvel-related searches.

    Creative & Messaging Approach:

    • “Swing into Fortnite” campaign featuring Spider-Man’s web-swinging mechanics.

    • Cinematic crossover trailer revealed Spider-Man inside the Fortnite universe.

    Results:

    • 12M+ in-game transactions for Spider-Man skins in the first two weeks.

    • 40% higher ad CTR among Marvel fans.

  • Media Strategy & Focus:

    • Objective: Establish Fortnite as a music gaming hub through The Weeknd collab.

    • Target Audience: Gamers, music lovers, and The Weeknd’s fanbase.

    Media Plan & Execution:

    • TikTok & YouTube Shorts: Focused on in-game concert snippets.

    • Snapchat AR Filters: Let users transform into The Weeknd’s character.

    • Twitter Live Q&A: The Weeknd interacted with Fortnite fans.

    Creative & Messaging Approach:

    • "Step into the Sound" tagline, aligning with The Weeknd’s futuristic aesthetic.

    • Ad creatives blended cinematic music videos & Fortnite visuals.

    Results:

    • 4.2M+ players attended the virtual event.

    • 2M+ Fortnite Festival skins sold in first week.

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