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Using the cultural clout and gamified format of I’m A Celebrity, we created an immersive and persistent experience in Fortnite Creative with a core gameplay mechanic: complete IAC-inspired mini games and keep camp morale high. We worked closely with ITV and John Lewis to create a truly 360 campaign, including a credit squeeze at the season finale and placement on the 4D Outernet Screen on Tottenham Court Road.
We were tasked to make John Lewis more relevant to younger audiences by bringing their iconic Christmas campaign to life in spaces relevant to these audiences.
To ensure the brand entered into this space authentically, we integrated John Lewis into a bespoke I’m A Celebrity Fortnite experience, bringing their real world sponsorship into the virtual world.
John Lewis brought Christmas to the I’m A Celebrity camp in Fortnite Creative. We crashed their above the line asset: the spaceship, into the camp and then built around this iconic asset. We featured the Ye Olde Christmas Shop that enabled players to progress in-map, and had John Lewis launch themed mini-games in the I’m A Celebrity castle, including Present Dash and the John Lewis Advent Calendar to engage players. Upon completing these various challenges, players could turn on the Christmas lights, bringing a staple event across the whole of the UK into the virtual world.
To create buzz and drive traffic to the Fortnite experience, we worked with UK Fortnite creator Ali-A to reach the Fortnite community and drive engagement with a Twitter competition for a chance to win John Lewis vouchers. We also worked closely with Black Twich UK to livestream and playthrough the experience with their youth audiences. To make this a truly 360 campaign, we worked with ITV to push content via social, credit squeezes and website articles, and also tapped into the 4D Outernet on Tottenham Court Road in London to raise awareness.
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