Telecom firm EE has invited gamers to ‘capture the store’ in a Fortnite gaming activation with Digitas and Saatchi & Saatchi, promoting the new EE Game store.
The activation, which was stationed below Ocean Outdoor’s full motion digital out-of-home (DOOH) billboard at Westfield London, featured an interactive gaming pod which allowed gamers to get personally involved in the launch.
The pod, fully integrated with the latest gaming tech, hosted gamers as they took on leading streamer MacMacs in a custom game map, built in Fortnite Creative 2.0 using the Unreal Engine 5.
With MacMacs defending the EE Game Store, dropped as a pin destination within Fortnite, participants were challenged to attempt to capture the store and have their game broadcast in real time on Ocean’s 220m² DOOH billboard – the biggest of its kind in London.
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The campaign, created in promotion of the new EE Game Store which opened in July, was supported by a live global ‘gamathon’ last week with renowned Fortnite influencers, including Twitch streamers, Nick Eh 30, Merl, Jalen and Chica.
The activation follows the telecom firm’s video-on-demand campaign earlier this year in promotion of the new EE Game Store, also showcased across, online video display, social and out-of-home (OOH).
The 30-second ad – created using the same 3D creation tool, Unreal Engine, which is responsible for making games such as Fortnite – depicted a gamer journeying through different scenes and aimed to demonstrate the range of the brand’s new gaming store.
Referring at the time to the video campaign, communications director Pete Jeavons said “The new EE Game Store adds another string to our bow as we continue driving forward our ambition of becoming the UK’s number one destination for gaming.”
“Taking cues from the games our customers love the most, this campaign lets gamers across the country, regardless of their network, know that there’s a new destination for all their gaming needs.”
