The initial client’s brief, what was the business goal or branding requirements? Was it achieved and how did promo contribute to it being achieved?
Fortnite recently ranked number 3 in the top 20 most popular video games in the world having over 350 million players worldwide. They are revered as one of the leading influencers in social media with a combined following on Instagram and Twitter of over 34 million fans and players. Creator of Fortnite, Epic Games, partnered with Australian PR Agency Double Jump, to create a contest aimed at Australian players and the local fandom. An event was planned to summon Australian social media influencers, fans and players to help promote the contest and the overall goal of Epic, which was to include some Australian flair into their game. The requirements and goals were set as:
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Create an “in-game” feel at the event. Merchandise needed to showcase the art from the game and promote the new art being designed in Australia.
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One piece of the merchandise needed to be a replica of an in-game spray can, but had to hold the functionality and practical everyday use of a water bottle
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Timing did not allow for custom offshore production, so local stock needed to be obtained and the key point of merchandise, the spray can, needed to be achieved at any cost.
The team at Sweet Memories was able to achieve the goals set forth by Double Jump and in addition to finding a the perfect “spray can bottle” helped to create a “swag bag” which included a custom printed shirt, and calico bag. The event giveaway was upgraded as the agency now had “celebrity style swag bags” they could entice influencers with.
The concepts, design, creativity or development or selection of products to meet the brand or campaign requirement and marketing strategy relevance.
Epic Games decided it was time to add some Australian flair into their game and engaged local Australian artist George Rose to create 6 art pieces that would be included in game play. In a release to Gamesradar.com “We wanted the spray to be Australian-inspired and knew we needed an Australian artist for an authentic design,” Said Epic Game’s PR & Comms Manager Nick Chester. “Sprays are one of the many tools for Fortnite players to express themselves in-game. We’re excited to see the reaction in Australia and across the globe.”
Dialling the local factor up, Epic decided to hold a contest and bring in more artwork from local Australian artists, but this time the target was players and fans. To drive home the contest and bring the game to reality, social media influencers and high-profile players were invited to an exclusive event and brought onboard as contest promoters. The goal was to create a massive buzz and bring in as many art submissions as possible.
The location needed to match the merchandise and the spray cans were an obvious pairing for a city known globally for its stunning street art. The beautiful metro of Melbourne was selected, and with the perfect spray can bottle in hand the event was launched.
The bottles designed for this event were the perfect twist and attendees quickly caught on that this campaign was targeting in-game sprays. Similarity to the spray can in-game was commented on during the event and it created an instant buzz among attendees. Swag bags gave the influencers and other launch attendees items to be used for social media posts, items to give away to their followers and was a reminder of the follow through activity they needed to do after the event to obtain the sprays within the game.
Epic created a hashtag #Fortnitespraycontest to track involvement and to allow local artists an easy way to submit art designs. They could upload their design to Twitter or Instagram, add the hashtag and instantly be connected to the contest.
How successful was the promotion or campaign? Describe any outcomes, measures of effectiveness of the promotion or campaign ie: increased sales, repeat orders, raised brand awareness, return customers, response rate, social media reach, client feedback etc
The campaign was a massive success and the beating heart of street art in Melbourne could be heard around the world. The impact of bringing social media influencers on board was paramount to the success of the campaign. Holding an event is one level, but to hold an event where the merchandise being given away has a direct connection with attendees is stepping up to the next level. To push it over the top, the spray can bottles distributed brough an in-game fantasy to life and instantly turned into a trending # across the nation.
Instagram tracked 7,090 uses of the hashtag, while Twitter displayed over 16,000 likes on the initial contest post, 1,900 comments, 1,600 re-tweets. The hashtag is still being used today, although the contest ended over a month ago.
The overall social media reach of the contest is in the millions as it was broadcast through Epic Games Instagram and Twitter accounts (accounting for over 34 million followers). Submissions tracked in surplus of 10,000 with the overall hashtag use on Twitter and Instagram still in continued use.
The brand wanted to bring some Australian flair into the game, and they have achieved that 100 times over. Not only does the game now include art from George Rose but is also inclusive of the local players and fans who’s artwork is now being featured in-game.