Metavision won the Best Metaverse Activation at The Drum award in the Digital Industries category for its “I’m a Celebrity” ITV partnership. Here’s an overview of the goals behind the campaign and the results it brought.
Credit: John Lewis & Partners
Department store brand John Lewis & Partners needed a brand refresh. This helps position the company as a modern and tech-savvy company. To that end, the brand has partnered with his agency Metavision to launch a campaign in the popular online game Fortnite.
Briefs: John Lewis & Partners challenged Metavision to provide a brand founded in 1864 with a marketing campaign that would appeal to a younger audience.
idea: The agency built an experience on the super-popular gaming platform Fortnite called “I am a celebrity castle.” The experience featured various gamified challenges such as “John Lewis’ Current Dash”. These were designed from both a fun and marketing perspective. To enter the experience, each user had to go through a virtual space branded as “Ye olde John Lewis Castle shop”.
result: 80% of Fortnite players who had the “I’m a celebrity castle” experience (and responded to the survey) agreed that John Lewis was a “modern brand” and 70% said the experience was ” I taught them something new,” he said. John Lewis”
This campaign won Best Metaverse Activation at The Drum Awards 2022.See all winners here.
The Drum Awards for Marketing is now accepting entries. Find out how to enter now.
