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In-Game Activation / Product Launch

adidas Ozworld

adidas opened Ozworld inside Fortnite for players to explore.

CLIENT

adidas

MY ROLE

Strategy and ideation, creator marketing, talent management

YEAR

2022

A giant adidas Ozweego sneaker on a plinth inside the Ozworld Fortnite map

CHALLENGE

adidas needed consideration for the new Ozweego with Gen Z and Millennials, and a launch for the bigger OZWORLD platform, in a space where competitors were already setting the pace.

INSIGHT

Fortnite Creative was still early for brands, and most of the ones in it were advertising into the space, not building anything worth visiting. Getting there early meant adidas could lead, rather than be the fourth sneaker brand to try it.

A Fortnite character in an oversized adidas puffer jacket on a rooftop in the Ozworld map

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APPROACH

We built a custom Ozworld-branded Fortnite map with minigames and in-game adidas integrations, and brought in Chica and Sommerset, two of the most influential women in Fortnite content, whose younger, women-skewing audiences lined up closely with adidas’ target. They explored the map live on their own channels, so the launch reached people through creators they already watched, and the casting mattered as much as the build.

RESULTS

300K+

Map plays

#2

On Epic’s discovery page within 24 hours

2

Creator partners

TALENT PARTNERS

Chica / Sommerset

RECOGNITION

Winner, Best Metaverse Marketing Campaign / 2022 Digiday Awards Bronze, Best Integrated Campaign – Budget Over $250,000 / 2022 Media Innovation Awards

VIDEO

Sizzle reel

Ozworld fit where adidas was already heading with its platform and its push into web3, and it gave the brand a way to try something new in Fortnite while the space was still early.

MORE WORK