RATIONALE
Dance is a powerful physical interaction, it builds social connections and it is an expression of self. The mission of this campaign is to get the world dancing again - with no inhibitions! With numerous links between Shield and Fortnite, since Shield Motionsense works at its best when people are moving and Fortnite dance emotes, this became a logical linkage. The idea behind this event was to create a unique way to attract the target audience of 13-25 year olds by using digital out of home experiences. Shield X Fortnite, ‘Get Your Shield On’ was conceptualised to experience a physical interactive presence via a strong digital campaign for customers to engage in. Moreover, then free to share on various social media platforms. Simply put, the idea is to get people moving and dancing to the most famous Fortnite dance emotes that are viral in-game and out, doing so with technology enhanced displays to interact and engage with.
TAGLINE
Get Your Shield On
WHAT IS FORTNITE?
Fortnite is an extremely popular game available through various gaming consoles/smartphones. Fortnite is known for its dance emotes. These dance emotes are purchased or earned by players throughout the game. The dances become so popular that players frequently mimic them outside of a gaming environment.
WHY PARTNER UP?
Connection is the dancing, the most important link of course! Fortnite is known for referencing the best dance moves and recreating them as emotes, along with creating their own. Next, is Shield itself? This is a consumable in-game that gives players extra health along with protection. Being “Sweaty” is a in-game terminology to refer to a player that is extremely good or skilled. The goal of the interactive campaign promotes users to get moving; as the more one moves the better Shield works thanks to its motionsense.
POSTERS & BILLBOARDS
Spreading the campaign out and across public transport as not all stops of My Citi bus services in Cape Town are part of terminals. Posters will be located at bus stops and billboards around Cape Town. To drive traffic towards the My Citi Terminals where the Interactive displays are found. Creating a map version to show the targeted audience and the nearest terminal to their location in order to go play and get their shield on.
INTERACTIVE DISPLAY
User Journey Players will be able to engage with the interactive display as laid out above. The challenge is to get the player too dance and mimic the Fortnite dance emote that will play on screen. Upon successfully doing the dance the next dance move will appear, the goal is to complete five perfect dances in a row to unlock the rewards. At the end of the challenge (if passed) players can now collect their free mini shield at the vending machine, and if the player plays Fortnite, they can redeem the dance emote created by Shield Motionsense in-game.
Step by step interactive display
MINI SHIELD & FORTNITE EMOTE
These are incentives to take part in the game to get a free sample. A one of a kind design to fit the campaign. Limited edition dance emote made by Shield. Titled “Shield on” this emote is of a giant Shield deodorant bottle that the player can spray whilst dancing. In-game situation would be when waiting to play or better yet, when the player eliminates a SWEATY player.
VENDING MACHINE
These are located around the Fortnite Map and offers players a free required item. Placed next to the interactive displays to easily award the players with their very own mini shield deodorant & to also draw in attention.
