7
Metaverse: Best Partnership

 

Ally 48 Island in Fortnite Creative

Company
Ally
Summary
True to our brand, we set out to be an Ally to consumers in a place where they are deeply engaged. While others were clamoring to be the first in the “metaverse”, we focused on how we could be authentically valuable to consumers in the gaming and esports space. We built something that honored our research findings and offered gamers what they truly want: entertainment. We define these collaborations in “the metaverse” as digital connectivity through innovation. We replicated the #48 NASCAR car directly in Fortnite Creative piece-by-piece and the Fortnite user could run around and explore the car like an ant dropped on the hood. To enhance the experience further we created compelling mini-games. The developers created a racing map called “Chaos Course” that threw the player into a racing environment where the player could travel inside AND outside of the car. The map is one of the first corporate uses of Fortnite’s latest technology, UEFN. Through our partnership with Hendrick Motorsports, we created a custom Ally Arena paint scheme for the #48 car that Alex Bowman drove in the Coke Zero Sugar 400. National media outlets picked up on this collaboration resulting in a reach of over 88M impressions. The collaboration in Fortnite increased our brand perception within the community. Seeing Ally within the Fortnite platform made the audience more likely to use Ally in the future – 87% agree or strongly agree, and over 50% of the audience will consider using Ally in the future.
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