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In-Game Activation / Local Awareness

Warp Speed Tour

We rebuilt a few of the cities AT&T Fiber serves inside Fortnite.

CLIENT

AT&T Fiber

MY ROLE

Talent strategy, scouting and casting, talent management

YEAR

2023

The AT&T Fiber lobby built inside Fortnite, with blue floors and screens on the walls

CHALLENGE

AT&T had laid more than 60,000 miles of fiber and needed awareness and interest in the specific cities and zip codes where the service was actually available, which is hard to do with national advertising.

INSIGHT

If a Fortnite map is built on your own city, you have a reason to care about a local service, and creators from that same market make it feel even closer to home, since their audiences already know and trust them.

APPROACH

I scouted and pitched dozens of talent options with real reach in each target market, including influential Hispanic creators who were key for LA. We built three custom Fortnite maps based on the geography of Fiber zip codes, each launched with a creator livestream. Taking what was working on NFL Tuesday Night Gaming, we also brought in athletes from different sports and built the maps around those sports, so the athlete-versus-creator challenges felt like part of the experience. The streams averaged 10,972 concurrent viewers against a 4,143 benchmark, more than two and a half times what that inventory usually delivers.

RESULTS

165%

Lift over platform benchmark

10,972

Average concurrents vs 4,143 benchmark

42K+

Map plays

13m+

Average playtime

18%+

Map retention

TALENT PARTNERS

Chica / Zemie / Repullze, and more

RECOGNITION

Winner, Other Platform Presence / 16th Annual Shorty Awards, 2024 Finalist, Local Campaign / 16th Annual Shorty Awards, 2024 Finalist, Best In-Game Advertising Strategy / 2024 Digiday Awards Shortlisted, Best Use of Gaming / 2024 Festival of Media

A commissioned brand lift study found three-quarters recalled AT&T Fiber unaided, and roughly half said they’d consider signing up.

MORE WORK