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In-Game Activation / Product Launch

Toothbrush Tycoon

Oral-B’s iO9 became a Fortnite tycoon game.

CLIENT

Oral-B

MY ROLE

Campaign strategy, creator team lead, contract negotiation

YEAR

2022

Fortnite gameplay at the entrance of the Oral-B building, with the streamer's webcam inset

CHALLENGE

Oral-B wanted to promote its premium iO9 to Gen Z and Gen Alpha around the “round is better” message, and build equity early with an audience that has no reason to think about electric toothbrushes. Oral care is about the last thing a gaming audience expects to be marketed to them.

INSIGHT

With this audience, you earn attention by showing up inside the games they already play, with the message built into the experience. The iO9’s features, like 3D teeth tracking, its cleaning modes and the round head, turned naturally into in-game upgrades, which made the product something players wanted to work toward.

Fortnite characters in front of the Oral-B building in the Toothbrush Tycoon map

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APPROACH

I led an immersive Fortnite Creative experience built with Team Unite, where players race to build the greatest toothbrush factory in the world, sabotaging rivals and upgrading a 1:1 replica of the iO9 from rotation speed to battery life. Partnering with Typical Gamer and SypherPK put it in front of the right audience, in a game they were already spending time in. It launched free in November 2022.

RESULTS

2

Creator partners

1:1

In-game replica of the iO9

TALENT PARTNERS

Typical Gamer / SypherPK

VIDEO

Sizzle reel

Getting an electric toothbrush into Fortnite in a way players actually enjoyed was one of the harder sells I’ve worked on, and it’s one of my favorites to show.

MORE WORK