EE celebrates Fortnite store launch with Twitch gamer challenge

EE ic celebrating the launch of its virtual game store in Fortnite by  inviting 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.

EE has recruited Twitch streamers Nick Eh 30, Merl, Chica and Jalen for the 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 19 and Sunday 20 August the Fortnite gamers will defend the virtual store from players across the country. The defending streamers will all promote the activation across their own social channels, giving their fans a chance to battle them live.

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, with highlights shared across EE’s social channels.

The campaign, developed by a gaming team formed from Digitas and Saatchi & Saatchi, will run across online video, social, display and OOH. Media was planned and bought by EE’s media agency EssenceMediacomX, while SuperAwesome created the custom built map using Creator 2.0.

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 players who are picked to go up against a streamer will be notified and sent a code to the custom built map on Friday 18 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 26 August, giving fans the chance to play a streamer live within a custom gaming space for one day only in the shopping centre.

“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,£ said Pete Jeavons, Marketing Communications Director at EE comments. “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”.

Gamers can sign up to beat the streamers and capture the EE Game Store in Fortnite at Sign up is open from until 4pm on Thursday 17 August, with the chosen players going head-to-head with the streamers on Saturday 19 and Sunday 20 August.