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EE sets a challenge for Fortnite fans

To celebrate the launch of the EE Game Store EE is giving Fortnite fans the opportunity to compete against well-known streamers

Georgie Moreton

Deputy Editor, BITE Creativebrief


To celebrate the launch of the new EE Game Store, EE is giving gamers the chance to take on some of the world’s leading Twitch streamers in a unique Fornite challenge.

On Saturday 19th and Sunday 20th August Fornite legends, Nick Eh 30, Merl, Chica and Jalen will defend a virtual EE store from competing players across the country. A custom-built Fortnite map has been made using Epic games’ latest innovation Creator 2.0, acting as the backdrop for the challenge. The gamers who successfully make it past the streamers and gain access to the heavily guarded location will win a PlayStation 5 and an ASUS gaming headset.

EE is inviting gamers to sign up to be in with a chance of competing in the challenge and put their Fortnite skills to the test against the streamers. The successful players who manage to gain access to the EE Game Store will win prizes such as gaming gear and consoles.

Audiences at home will be able to witness all the action too as the game will be streamed live on the streamer’s respective Twitch channels with highlights shared across EE social channels.

Ahead of the challenge, EE is recruiting players to sign up and register their interest online. A campaign designed to encourage sign ups is running across OLV, social, display and OOH. The immersive creative shows gameplay from the map and warns hopefuls that ‘security is tight’, playing into the challenging spirit. The film gives gamers a glimpse of the EE pin which marks the spot of the game store location which those lucky enough to take part in the challenge will have to attempt to access.

The campaign has been developed by a specialist gaming team from Digitas and Saatchi & Saatchi. 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 planned and bought by EE’s media agency EssenceMediacomX.

"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,” explains Pete Jeavons, Marketing Communications Director at EE.

The players selected for the challenge will be notified and sent a code to the custom map on Friday (18th August) ahead of the weekend event. A PlayStation 5 and ASUS gaming headset will be waiting for those able to beat the streamers but all players who sign up 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.

The challenge also extends to the real world in the form of an activation at Westfield White City on the 26th August, where fans will get the chance to play a streamer live within a custom gaming space for one day only.

By creating a unique challenge and offering up freebies to those who take part, the activation appeals to the competitive nature of gamers and results in direct engagement with the brand-new store for EE.

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