LEGO Fortnite Launch: Driving CCUs & Increasing Brand Awareness

This campaign saw us unveiling Epic Game’s latest creation, LEGO Fortnite, to the world!

A release that brought together two behemoths of physical and digital entertainment- and was many years in the making required a multi-pronged campaign that delivered various fronts.

Their brief: Showcase the limitless possibilities of LEGO Fortnite, from teaming up with friends in survival mode to building their dreams in sandbox mode. Inspire fans of the survival crafting genre to jump in and create their own experience.

As an offering, the game differed from the existing Fortnite Battle Royale and Creative games and clearly would appeal to fans of other survival crafting games, as well as existing and lapsed Fortnite fans.

So Cherry Pick got to work sourcing a robust shortlist of brand-friendly creators, occupied the niches most relevant to the game’s target demographic, could pick up their controller, and immediately be familiar with the mechanics of LEGO Fortnite.

https://www.youtube.com/watch?v=DfRrhPMLUm8

We hit them all, from talented Minecraft or Roblox creators to Fortnite gamers...

And the results speak for themselves:
28.4 Million Views
1.5 Million Likes
58 Pieces of Content

But we didn’t stop there.

In tandem with the digital campaign, Epic rifted in LEGO Llamas across key global locations.

For instance, in the UK, the Llama made its home in Covent Garden, amongst the pomp and glitter of a British Christmas in the Victorian-style market.

Moreover, Cherry Pick coordinated and managed an immersive creator amplification of the bespoke LEGO Fortnite experience. We had top-tier creators across various verticals (Gamers, Lifestyle e-creators, and family creators) own a supply drop across the launch weekend!

Working with various partners including GAME, XBOX, and Playstation, these creator-owned supply drops provided prizes to lucky winners, amplifying the moment with posts across social!

The adventure was truly building.