Our Role
Epic Games – a successful and world-renowned indie gaming publisher tasked Fearless with launching a new “Free to Play” IP surrounding E3 2017. As we knew this was a highly competitive launch window in gaming, we developed a campaign that rose above the clutter by strategically leveraging key announcements and unique creative executions to break through the clutter.
Execution
A digitally focused campaign was developed leveraging high impact executions to cast a wide net, paired with hyper audience targeting to drive sales among qualified users.
The campaign reached a combined 150M users across key endemic sites, including takeovers, custom editorials, and rotational media across male gaming sites.
Results
Fortnite shattered its initial one-month sales goals by 20x the original estimates. Over 10M users have adopted Battle Royale reaching its peak concurrent user base of 500K+ players and over 50% of all users driven to the brand page downloaded the PvP update. To keep the momentum going post-launch, regular weekly takeovers were maximized on PC and PlayStation channels, based on the highest performing platforms. As of August 2018, the total worldwide player base has reached 125M+.