Working alongside Island Records and Epic Games, O2 has built its iconic arena in a new location – inside the popular video game Fortnite.
Positioned within Fornite Creative, for one week players can explore the O2 arena virtually as a way for the telecom brand to connect with the game’s global audience.
Once inside the virtual venue, players can engage with a number of gameplay experiences and explore the space, which is packed with hidden rooms, backstage areas and The O2 Blueroom where they can complete challenges to unlock exclusive in-game rewards.
Marking the first time The O2 has ever appeared in a video game, the week-long activation includes an interactive musical experience by UK act Easy Life. The band will virtually perform tracks from their debut album, Life’s a Beach. They are the first UK act to play within Fortnite Creative.
“We couldn’t be prouder to work alongside both Island Records and Epic Games to bring such an incredible experience to O2 customers and music fans all over the world via Fortnite Creative,” says Simon Valcarcel, head of brand and consumer marcomms.
“O2 has a rich heritage in music and we’re committed to providing music fans with unique experiences, so it’s only fitting that we’re bringing the world’s most popular entertainment venue into the world’s biggest game. We know how much everyone – us included – has missed going to gigs, so we’re excited to bring the UK’s hottest up-and-coming act to music fans globally through Fortnite Creative.”
You can view the campaign in full by clicking on the box below. To get in touch about Ad of the Day, please email imogen.watson@thedrum.com.
: 'O2: Fortnite O2 Arena'
Simon Groves - Director of Brand & Marcomms
Simon Valcarcel - Head of Brand & Consumer Marcomms Johnny Winn - Consumer Lead, Brand & Marcomms
Gareth Griffiths - Head of Sponsorship
Nuala Donnelly - Head of Music Sponsorship
Rebecca Martin - Head of The O2
Scott McGregor - Innovation & Proposition Development Lead Abigail Ridgwell - Marketing Executive
Sally Beamand - Senior Communications Manager
Darren Bailes - Chief Creative Officer
David Masterman - Creative Director
Ben Hopkins - Associate Creative Director Morten Legarth - Associate Creative Director Tom Lee - Creative
Nishita Upadhyay - Senior Integrated Producer Jasmine Willson - Integrated Producer
Ryan O’Kane - Head of Integrated Production Emma Whitmarsh - Head of O2
Alex Dalman - Business Director - Innovation Stephen Adams - Account Director
Xi Chen - Account Director
Nellie Day - Account Manager
Camila Toro - Planner
Jenny Nichols - Group Planning Director
Alex Scott-Malden - Senior Planner
Nicky Palamarczuk - Head of Social & Influence Suki Fraser - Social Producer
Carl Sherry - Designer
Tom James - Editor
Georgia Wright - Group Communications Director
Kate Macdonald - VP Partnership Management, Globe
Jennifer Hills - SVP Strategic Marketing & Partnerships, Globe
Saskia Collins - Senior Account Manager, Globe
Beth Lawson - Head of Legal & Business Affairs, Globe
Alastair Smith – Director of Streaming and Commerce, Island Records Charlie Smith – Marketing Manager, Island Records
Harry Moore – Senior Social Media Manager, Island Records
Lewis Lister – Audience Manager, Island Records
Will Beardmore – Head of Audience, Island Records
Greg Barth - Director
Will Nichols - Executive Producer
Ramy Dance - Executive Producer
Harriet Davies - Production Manager
Charlie Drinkwater – easy life Creative Director, Charlie Drinkwater Studio Ollie Slaney, Artist Manager, easy life
Wertandrew - Level Design/Planning/Gameplay Hellraiser - Level Design/Gameplay
G_Schway - Art/Level Design
Media agency: Havas
