On Saturday, 26th August, over the summer bank holiday weekend, EE invited Fortnite fans from across the country to take on some of the world's leading Twitch streamers in a one-of-a-kind activation outside Westfield White City, London.
Transforming our Gallery Plus shipping container conversion into the ultimate authentic gaming activation with the latest technology integrated, Fortnite fans put their skills to the test by battling against leading streamer MacMacs to 'Capture the Store' and gain access to the virtual EE store in a bid to win PS5 consoles and gaming gear.
The activation comes as an attempt to put the EE Games Store on the map. Rather than telling games about the store, the mobile phone operator lets gamers discover it on their terms in the virtual world of Fortnite.
By recruiting some of the world's best streamers for the campaign, the activation put the EE Store on the map and a step closer to being the "UK's no1 destination for gaming".
The Capture the Store games were broadcast live on the Westfield White City big screens for over 20,000 shoppers to see.
Gamification in activations
Gamification is a popular trend for brand activations as it's a powerful motivational tool. It's human nature to enjoy playing games, and by offering something different, you cement your brand top-of-mind.
To drum up excitement ahead of the UEFA European Women's Championship 2022, the WEUROS2022 toured the UK with several container conversion configurations. One fan activation from a Studio Premium container was labelled "Show Your Skills". Through gamification, the activation encouraged visitors to participate and show off their ball tricks.
By including gamification in their fan activation, the Women's Euro Roadshow drummed up excitement ahead of the tournament and showed that football is an accessible sport, inspiring future athletes.
If you’re looking at hosting an activation using shipping container conversions, call The Events Structure on 0161 821 1010 to discuss your project. We create event spaces to your exact requirements.