EE LAUNCHES VIRTUAL GAME STORE IN FORTNITE, CHALLENGING GAMERS TO TAKE ON WORLD CLASS STREAMERS
- EE has used Fortnite Creative 2.0 leveraging Unreal Engine 5 to build its new Game Store in Fortnite where gamers can battle leading Twitch streamers Nick Eh 30, Merl, Chica, and Jalen for the chance to win consoles and gaming gear.
- On Saturday 19th and Sunday 20th August, Fortnite players will take on the world class streamers as they defend the EE Game Store within a custom built Fortnite map
- From today, gamers can register their interest in going head-to-head with their Fortnite heroes at www.ee.co.uk/capturethestore
- The activation, created by a team of gaming experts across Digitas and Saatchi & Saatchi, will be promoted across online video (OLV), social and display. View, share and embed the OLV here.
10th August 2023: From today, EE invites Fortnite fans across the country to sign up for the chance to take on some of the world’s leading Twitch streamers, putting their skills to the test to gain access to the virtual EE Game Store for the chance to win consoles and gaming gear.
Following the recent launch of the new EE Game Store – the go to destination for gamers – EE has recruited renowned Twitch streamers Nick Eh 30, Merl, Chica, and Jalen in this one of a kind activation, defending the virtual EE Game store as it makes its debut in a custom built Fortnite map made using Epic games’ latest innovation Creator 2.0.
On Saturday 19th and Sunday 20th August these Fortnite legends will defend the virtual store from players across the country. The successful gamers who make it past their heroes and gain access to one of Fortnite’s most heavily guarded locations will win a PlayStation 5 and an ASUS gaming headset. All the action will be streamed live on the streamer’s respective Twitch channels (Nick Eh 30, Merl, Chica and Jalen) with highlights shared across EE social channels.
Recruiting players from today (Thursday 10th August), the campaign will run across OLV, social, display and OOH. The immersive creative featuring gameplay from the map is designed to drive sign ups and features EE dropped as a pinned destination in the custom built Fortnite map. The adverts let gamers know how they can be in with a chance to capture the EE Game Store and win a host of gaming gear by registering their interest at www.ee.co.uk/capturethestore with the accompanying online film reminding hopefuls that ‘security is tight.’
The defending streamers will all promote the activation across their own social channels, giving their fans a chance to battle them live.
The players who are picked to go up against a streamer will be notified and sent a code to the custom built map on Friday 18th August. Those Fortnite fans who are skilled enough to beat a streamer and capture the store will win a PlayStation 5 and an ASUS gaming headset, while those who are unable to evade the team will be gifted an ASUS headset. All players who sign up to beat the streamers will be gifted a £5 discount code for the EE Game Store and will receive a link to access the map where they can play against friends and attempt to capture the store.
As a further expansion of this experience, the activation will come live to Westfield White City on the 26th August giving fans the chance to play a streamer live within a custom gaming space for one day only in the shopping centre.
Pete Jeavons, Marketing Communications Director at EE comments: "The exciting thing about this activation is putting our new EE Game Store into an authentic game play setting; rather than simply telling gamers about the EE Game Store, we are letting them discover it on their terms, in the virtual world of Fortnite. By recruiting some of the world’s best streamers for this campaign, we are firmly putting the EE Game Store on the map and taking another step forward in our ambition to be the UK’s no 1 destination for gaming”.
The campaign was developed by a specialist gaming team formed from Digitas and Saatchi & Saatchi and goes live with an online campaign from Thursday 10th August. Planned and bought by EE’s media agency EssenceMediacomX, the campaign will run across Online Video (OLV), Display, Social and Out Of Home (OOH). SuperAwesome created the custom built map using Creator 2.0.
Ben Mooge, Chief Creative Officer of Publicis Groupe UK says: “Gamers love freebies. And they love a challenge. So we assembled a crack team from across Digitas and Saatchi and made a unique Fortnite game with an EE Store at the heart of it, filled with the latest gaming gear that anyone can claim. The only catch? The store is defended by a top Twitch streamer. Game on.”
The new EE Game Store, which launched last month, is perfect for anyone looking for the latest video games and gaming products. Available to anyone no matter what network they’re with, the online store will offer bespoke gaming bundles, deals, interest-free flexible payment options and exclusive packages.
Gamers can sign up to beat the streamers and capture the EE Game Store in Fortnite at www.ee.co.uk/capturethestore. Sign up is open from 9am on Thursday 10th August, to 4pm on Thursday 17th August, with the chosen players going head-to-head with the streamers on Saturday 19th and Sunday 20th August.
This is an independently created Fortnite experience and is not sponsored, endorsed, or administered by Epic Games, Inc.
ENDS
Campaign credits
CAMPAIGN TITLE: EE CAPTURE THE STORE
CLIENT: EE
ADVERTISING AGENCY: DIGITAS & SAATCHI & SAATCHI
CCO: BEN MOOGE
EXECUTIVE CREATIVE DIRECTOR: WILLIAM JOHN
CREATIVE DIRECTOR: BJORN CONRADI
COPYWRITER: ROB MORRIS
ART DIRECTOR: BEN SAWYER
DESIGNER: LUCIEN BISHOP, KATARZYNA WOZNIAK
MOTION DESIGNERS: ANGELA ALVAREZ CHICO, MARCO BALDUCCI, ASH HOQUE
PLANNING PARTNER: CAITRIONA GALLAGHER
SOCIAL STRATEGY LEAD: HARRY BUNNELL
MANAGING PARTNER: JON TAPPER
BUSINESS LEAD: SOPHIE DE GRAFT-JOHNSON
ACCOUNT DIRECTORS: ELLIOT HANDLER & BARNABY CLARKE
PRODUCT DIRECTOR: GEMMA DALY
AGENCY PRODUCERS: ROSIE NOLAN & CHRIS THOMAS
MEDIA BUYING AGENCY: ESSENCE MEDIACOM
MEDIA PLANNER: MEGHAN BUTCHER
PRODUCTION COMPANY/BUILD: SUPER AWESOME, VYSENA STUDIOS
POST-PRODUCTION COMPANY: PRODIGIOUS
POST-PRODUCTION PRODUCER: GEORGINA WINTER
EDITOR: ARNAUD MAILLY
SOUND: FACTORY STUDIOS
AUDIO PRODUCER: BETH MASSEY
SOUND ENGINEER: JON CLARKE
About EE
EE runs the UK's biggest and fastest mobile network, offering superfast connections in more places than any other operator. EE brought the first 4G network to the UK in October 2012 and launched the UK’s first 5G network in May 2019.
EE’s mobile network has received extensive independent recognition, including being named the UK’s no.1 5G network by RootMetrics® in 2020 and 2021, and the UK's best overall network by RootMetrics® every year since 2014, as well as being named Network of the Year at the 2022 Mobile Industry Awards.
As well as offering mobile services to consumers and small and medium businesses, EE also provides home and business broadband using both 4G and fixed line connections.
EE is committed to being number one for service in the industry and has over 400 stores across the UK. EE remains the only mobile provider to answer 100% of customer calls in the UK and Ireland and was recognised as the UK’s Best Large Contact Centre by the UK Customer Experience Awards 2018 and Welsh Contact Centre Awards 2019. EE was awarded The Sunday Times’ Best 100 Companies to Work for in 2018 and 2019, as well as being named Best Employer 2018 by the European Contact Centre & Customer Service awards.
In 2022, BT announced that EE would become the lead flagship consumer brand on a mission to create the most personal, customer-focused brand in the UK. EE and BT are joining forces to work as one to better take on what’s next in the world of connectivity and technology, working together to continue to innovate, doing a better job for customers and the nation, now and in the future.
EE is part of BT’s Consumer business unit which provides products and services to all of BT’s consumer customers in the UK. Follow us on:
Facebook at: www.facebook.com/ee
Twitter at: www.twitter.com/ee
YouTube at: www.youtube.com/ee
LinkedIn at: www.linkedin.com/company/ee-uk
About Saatchi & Saatchi
Saatchi & Saatchi have a simple ambition to create the most influential creative ideas from modern Britain, a mission recognised by its inclusion in Fast Company’s Most Innovative Companies List 2023.
This spirit is brought to bear on transformative work for clients including EE, BT, Direct Line, GSK, Britvic, Pilgrims and Siemens, alongside recent new business wins including Subway and AlTi. The company also launched Upriser in late 2022, a free to access creative schools platform available to any secondary school in the UK.
The Saatchi & Saatchi network unites 114 offices in 67 countries and 6,500 people. Saatchi & Saatchi is part of the Publicis Groupe.
About Digitas
At Digitas, we harness the power of connection to make positive impact every day. We have a relentless focus on creating connections to help our clients’ businesses grow, connecting diverse people, ideas and expertise in innovative and exciting ways. We are making positive impact with our clients, through our capabilities in Consulting, Products & Platforms, Customer Engagement and Digital Media. Part of Publicis Groupe, and a Leader in Gartner’s Magic Quadrant for Global Marketing Agencies, we’re proud to work with some of the world’s leading brands.