Catapult Fortnite Festival onto the global stage with vibrant Karol G marketing campaign
Details:
Role: Director, Brand Creative
Client: Epic Games
Agency: Ayzenberg
Production Partners: London Alley & Mathematic
The Challenge:
Epic Games gave us the incredible opportunity to build a global launch campaign for musician Karol G’s debut in Fortnite Festival. Our strategy focused on celebrating Karol G’s infectious positivity an as invitation to players. The more positivity you put out into the world, the more community you build around you. The flagship for Karol G’s Fortnite Festival season was her in-game playable concert experience, which began for players in a subway station. Using this fact as the destination for our campaign, we crafted a player journey around the logic of public transpiration. For instance, we announced Karol G’s jam track song list in the form of a metro map. We revealed gameplay with a sneak peek on a subway station monitor. And our global countdown came in the form of “next train” signs.
This social-first campaign was built with Karol G’s fandom at its heart. We kicked everything off with a special IG Stories date tease that leaned into the nostalgic analogue aesthetics of her most recent album. Karol G loved the asset so much, she posted it to all of her channels. The tentpole of the entire campaign was our live action hero trailer. Taking inspiration from the 2D doodles on Karol G’s album art, we brought players into a world where these doodles come to life, symbolizing both Karol G’s music and the positivity it represents. Positivity begets positivity, and the two heroes in our video quickly become a community of four players – much like a Fortnite Festival band. In a visually rich video packed with playful joy and endless easter eggs to Fortnite, our main characters overcome the forces of negativity telling them to turn back and find their destiny in the form of the “right train” – the train that takes them to the Festival!
Results:
→ Over 11.4M total impressions across the campaign, including over 9.7M total video views and 415k total engagements across social
→ Creative was so exciting that IP holder Karol G posted our assets to her personal channels
→ Successful campaign established trust and built new client relationship with Epic Games, leading to recurring work
→ On-time and on-budget delivery of all creative
Paul Wallace 