concept copy strategy
concept copy strategy
Gen Z are notorious for shrugging off advertising and influencer campaigns that are not authentic in their approach and messaging. Coupled with a need for a Back To School campaign with global appeal, this was quite the challenge for NVIDIA who needed to promote the technical benefits of their gaming laptops to a newly minted, college-going audience who were not technically savvy.
We launched the campaign with a video that weaved together genuine student moments with NVIDIA benefits and starring real campus students. We also shot and edited the entire production on an NVIDIA-powered laptop.
The second part of the campaign had renowned Fortnite creators build us a custom NVIDIA-branded level in the game, making it one of the first and deepest integrations any brand has ever done in the Fortnite.
The launch video got over 200K unique views, setting the scene nicely for the next stage of the campaign, a branded Fortnite map that challenged players to answer questions in themed '“classrooms” (Astronomy 101 took place on the moon).
Players who completed the map were encourage to share their success for a chance to win an NVIDIA-powered laptop for college. We received over 2000 entries and thousands more plays in the first 24 hours of release. The map was also featured in the Fortnite’s “Featured Maps” section, helping us reach over 14 million payers. There were localized versions for Spanish, French, and German players, too.
Influencers got in on the game as well with the below video garnering over 500k views on YouTube.