Surprise City

Medal Won

• 🥇 GOLD – Best Immersive Experience

Campaign Overview

In the competitive world of gaming, Samsung Latin America sought to differentiate itself and organically engage with the Fortnite community. The brand created Surprise City, a fully immersive, proprietary environment within Fortnite that seamlessly integrated Samsung’s products and features into engaging gameplay.

Instead of relying on discounts or superficial brand activations, Samsung designed a space that respected the natural habits and behaviors of Fortnite players. Through creative challenges and metaphorical representations of Samsung’s products, Surprise City became an integral part of the game, offering real value and benefits to players while promoting the brand in an endemic and collaborative way.

Creative Concept

The campaign translated Samsung’s innovative product features into playful, interactive elements within the game:

• Galaxy Z Fold and Z Flip4 Structures: Architectural designs inspired by these products created dynamic gameplay environments.
• The Flip Board: A floating skateboard tied to the Z Flip building offered players increased speed and agility.
• Knox Lounge: A safe zone representing Samsung Knox security, where players were shielded from attacks.
• Active Energy Cell: A metaphor for Samsung smartphones’ long battery life, providing extra energy for other in-game equipment.

These features aligned with the natural flow of Fortnite gameplay, respecting the aesthetics and behaviors of the gaming community while providing a unique experience.

Execution Strategy

1. Multi-Project Approach: Developed three distinct projects within Fortnite, each connected to Samsung’s products and designed to maximize engagement.
2. Endemic Integration: Ensured the activations were non-intrusive and blended seamlessly into the game world.
3. Social Amplification: Leveraged influencers and social media to drive awareness and participation.

Impact and Results

The campaign delivered extraordinary results:

• 1.2 million visits to Surprise City.
• 2.4 million lifetime plays on the brand’s island.
• 50 minutes of average gameplay per visit, showcasing deep engagement.
• 15 million social media impressions, amplifying the campaign’s reach.

All of this was achieved with an investment of just $60,000 (R$310k), making it a highly efficient and impactful activation.

Why It Worked

Surprise City successfully merged creativity, strategy, and technology to create an immersive experience that resonated deeply with gamers. By designing challenges and environments that naturally fit into Fortnite’s universe, Samsung reinforced its identity as an innovative and gamer-friendly brand, solidifying its leadership in the Latin American gaming market.