Media Strategy & Focus:

• Objective: Drive global awareness, engagement, and in-game adoption for Fortnite Chapter 4’s major updates, including Unreal Engine 5.1 upgrades, new Battle Pass, and gameplay mechanics.

• Target Audience: Existing Fortnite players, lapsed players, and new audiences across console, PC, and mobile platforms.

• Key Focus Areas:

  • Re-engaging lapsed players with highly targeted remarketing.

  • Capturing new audiences by positioning Fortnite as the ultimate social gaming experience.

  • Showcasing graphical enhancements through high-impact creative.

Media Plan & Execution:

• Platforms: YouTube, TikTok, Twitch, Meta (Facebook/Instagram), Snapchat, Twitter, programmatic video, connected TV (CTV), and endemic gaming sites.

• Budget Allocation:

  • 60% Awareness & Engagement: YouTube TrueView, TikTok Spark Ads, Twitch takeovers, CTV, and display on IGN/GameSpot.

  • 25% Performance & Retargeting: Meta Advantage+, Google App Campaigns, Twitter Amplify, and Reddit promoted threads.

  • 15% Influencer & Community Amplification: Paid partnerships with top streamers across Twitch and YouTube.

• A/B Testing Strategy:

  • Optimized placements between 15s, 30s, and 60s video ads to identify best-performing lengths.

  • Tested different CTA variations (Play Now vs. Download Free vs. Battle Pass Upgrade).

Creative & Messaging Approach:

• Trailer Strategy: Created cinematic launch trailer featuring Unreal Engine 5.1 updates, new skins (Doom Slayer, Geralt of Rivia), and fresh gameplay mechanics.

• Influencer-Led Content: Paid partnerships with Ninja, Tfue, SypherPK, and ChicaLive for live reveals and gameplay showcases.

• UGC Spotlight: Leveraged TikTok trends and Spark Ads to promote in-game moments under #FortniteChapter4.

• Localized Creative: Adapted messaging for regional audiences, focusing on emerging markets in Latin America, Europe, and Asia.

Results:

• 15M+ players re-engaged within the first week.

• 78% lower cost-per-engagement on TikTok versus previous launches.

• 250M+ impressions globally across paid media.

• 30% increase in Battle Pass sales YoY.

Media Strategy & Focus:

• Objective: Capitalize on nostalgia to bring back lapsed players while maintaining engagement from existing ones.

• Target Audience: Original Fortnite players from Chapter 1 (2017-2019), gaming nostalgia communities, and high-spending Battle Pass users.

• Key Focus Areas:

  • Nostalgia-driven marketing highlighting OG map, weapons, and mechanics.

  • Competitive gaming community engagement.

  • Viral user-generated content amplification.

Media Plan & Execution:

• Platforms: YouTube, Twitch, Meta, TikTok, Reddit, Snapchat, CTV, and programmatic display.

• Execution:

  • Massive YouTube campaign: 6-second bumper ads, TrueView ads, and YouTube Shorts highlighting iconic Fortnite moments.

  • Twitch sponsorships: Branded OG Fortnite streams with popular creators.

  • Community-driven TikTok: Spark Ads promoting nostalgic clips from the Fortnite creator community.

  • Reddit Takeovers: Promoted threads in r/gaming and r/FortniteBR.

• A/B Testing:

  • Tested Cinematic vs. Gameplay trailers for highest engagement lift.

  • Compared influencer-led organic clips vs. studio-created trailers.

Creative & Messaging Approach:

• “Return to the Beginning” messaging with iconic imagery of Tilted Towers, Loot Lake, and OG skins.

• Long-form YouTube developer breakdown featuring Donald Mustard (Epic) explaining the return of OG Fortnite.

• Leveraged memes and viral trends to enhance engagement.

Results:

• Record-breaking 44.7M concurrent players at launch.

• #1 trending gaming campaign on YouTube for 10 days.

• 67% engagement lift on Reddit vs. previous Fortnite activations.

Media Strategy & Focus:

• Objective: Introduce a younger demographic to Fortnite through LEGO integration.

• Target Audience: Families, younger gamers (8-14), LEGO enthusiasts, and casual gamers.

• Key Focus Areas:

  • Highlighting the creative and build aspects of Fortnite in a kid-friendly way.

  • Positioning LEGO Fortnite as safe, fun, and imaginative.

Media Plan & Execution:

• YouTube Kids & Family Advertising: Targeted ads on kid-friendly content.

• TikTok Creator Partnerships: Collaboration with kid-friendly influencers to showcase LEGO builds.

• Retail Integration: Sponsored LEGO Store activations and in-store promo videos.

• Gaming Sites & CTV: Heavy IGN/GameSpot coverage plus ad spots on Hulu Kids.

Creative & Messaging Approach:

• “Build, Explore, Survive” tagline aligning LEGO and Fortnite’s core elements.

• Ad creative showcased parent-child gaming experiences.

• Kid-safe creative adhering to COPPA standards.

Results:

• 2M+ new accounts created in LEGO Fortnite mode within first month.

• 80% higher engagement rates in family-friendly ad placements vs. standard.

• Surge in organic UGC content, with #LEGOFortnite reaching 1B+ views on TikTok.

Media Strategy & Focus:

• Objective: Drive engagement through limited-time Spider-Man skins & content.

• Target Audience: Marvel fans, Fortnite players, and casual moviegoers.

Media Plan & Execution:

• Integrated Promotion with Sony:

  • In-theater ads for Spider-Man: No Way Home included Fortnite QR codes.

  • Tom Holland Zendaya Fortnite livestream event on TikTok.

• Google & Meta PPC: Targeted Marvel-related searches.

Creative & Messaging Approach:

• “Swing into Fortnite” campaign featuring Spider-Man’s web-swinging mechanics.

• Cinematic crossover trailer revealed Spider-Man inside the Fortnite universe.

Results:

• 12M+ in-game transactions for Spider-Man skins in the first two weeks.

• 40% higher ad CTR among Marvel fans.

Media Strategy & Focus:

• Objective: Establish Fortnite as a music gaming hub through The Weeknd collab.

• Target Audience: Gamers, music lovers, and The Weeknd’s fanbase.

Media Plan & Execution:

• TikTok & YouTube Shorts: Focused on in-game concert snippets.

• Snapchat AR Filters: Let users transform into The Weeknd’s character.

• Twitter Live Q&A: The Weeknd interacted with Fortnite fans.

Creative & Messaging Approach:

• "Step into the Sound" tagline, aligning with The Weeknd’s futuristic aesthetic.

• Ad creatives blended cinematic music videos & Fortnite visuals.

Results:

• 4.2M+ players attended the virtual event.

• 2M+ Fortnite Festival skins sold in first week.