How Metavision won best metaverse activation at The Drum Awards 2022
Metavision won Best Metaverse Activation at The Drum Awards for Digital Industries 2022 for its ‘I’m a Celebrity’ ITV partnership. Here’s an overview of the goals behind the campaign, and the results that it produced.
Credit: John Lewis & Partners
Department store John Lewis & Partners was in need of a brand refresh — something that would help to position the company as both modern and technologically-savvy. To that end, the brand teamed up with the agency Metavision to launch a campaign in the popular online game Fortnite.
John Lewis & Partners approached Metavision with the challenge of providing the brand — founded way back in 1864 — with a marketing campaign that would appeal to a younger audience.
The agency built an experience on the ultra-popular gaming platform Fortnite called the “I’m a celebrity castle.” The experience featured a variety of gamified challenges — such as the “John Lewis present dash” — designed both to be entertaining and to have a marketing angle.
To enter into the experience, each user had to pass through a branded virtual space dubbed “Ye olde John Lewis castle shop.”
80% of Fortnite players who interacted with the experience (and responded to a survey) agreed that John Lewis is “a modern brand,” while 70% said that the experience “told them something new about John Lewis.”