EE enlists leading Twitch streamers for UK-wide Fortnite showdown

Telecom firm EE is challenging UK Fortnite fans to take on some of the world’s leading Twitch streamers to be in with a chance of winning new consoles and gaming gear.

The activation follows the recent launch of the EE Virtual Game Store, which will now debut in a custom built Fortnite map made using Epic games’ Creator 2.0.

Renowned Twitch streamers Nick Eh 30, Merl, Chica, and Jalen have been enlisted to ‘defend’ the EE Virtual Game Store across Saturday 19 and Sunday 20 August against a slew of players from across the UK.

The lucky few who managed to gain access to what will be one of Fortnite’s most heavily guarded locations will win a PlayStation 5 and an ASUS gaming headset. All the action will be streamed live via the streamers’ respective Twitch channels.

“The exciting thing about this activation is putting our new EE Game Store into an authentic game play setting; rather than simply telling gamers about the EE Game Store, we are letting them discover it on their terms, in the virtual world of Fortnite,” EE marketing communications director, Pete Jeavons said.

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“By recruiting some of the world’s best streamers for this campaign, we are firmly putting the EE Game Store on the map and taking another step forward in our ambition to be the UK’s no 1 destination for gaming”.

Players are currently being recruited, and those selected will be notified and will receive a code to the custom built map on Friday August 18; the defending streamers will also promote the event across their own social media accounts.

Developed by a specialist gaming team formed from Digitas and Saatchi & Saatchi, the campaign will run across online video, display, social media and out-of-home. Media planning and buying was handled by EssenceMediacomX.

Publicis Group UK chief creative officer, Ben Mooge, added: “Gamers love freebies. And they love a challenge. So we assembled a crack team from across Digitas and Saatchi and made a unique Fortnite game with an EE Store at the heart of it, filled with the latest gaming gear that anyone can claim. The only catch? The store is defended by a top Twitch streamer. Game on.”