Fortnite’s new chapter. New characters. A new story. And a completely new form of communication – in the rhythm of TikTok.
Fortnite Chapter 4 is not just an update to the game — it's a full-fledged pop culture event. Epic Games opted for a strategy that would attract the attention of not only active players, but also brand new users — through native content for TikTok.
That's why rapper Smolasty and one of the most recognizable gaming creators — Jacob, were invited to collaborate. The effect? Viral storytelling in a fantasy fairytale setting — and more than 26 million views.
The goal of the campaign was to combine the worlds of music, gaming and TikTok — in one seamless universe. We bet on our proprietary approach: TikTok Friendly Video Production. A material was created in a studio setting with gameplay elements, combining narrative and entertainment. A key campaign material is a contemporary fairy tale — told by Smolasty and Jacob — with a twist: a foreshadowing of Geralt of Rivia's appearance in the game.
The campaign was expanded with teaser publications and activations involving TikTok creators — from big names to micro-influencers, which provided a wide and engaging reach.
The launch of the campaign is a teaser video released just after the release of the new chapter. Tar and Jacob revealed that “something is sacred.” Native format, backstage content and first references to the fantasy universe. The materials hit the creators' TikTok, and their reach was boosted by Spark Ads.
After the teaser stage, it was time to dispel the mystery - we published the main spot of the campaign, in the form of a video combining plot elements, gameplay and the image of the heroes. A spot was used as a TopView on TikTok and then in the Spark Ads campaign. The final form is the essence of our approach: production of the highest quality with TikTok's love of authenticity, humor and distance.
The campaign was reinforced by the participation of TikTok creators, whose content was in line with the spirit of the platform: from lifestyle, to parodies, to typical gaming content. Each piece combines gameplay elements with the creator's personality — keeping the campaign authentic and giving Fortnite a new look.
Among the creators: @gabikuczynska, @wegorz08, @toffiecrisp, @couplepower, @imanoyek and again Jacob — this time solo.
