Our latest campaign for O2, in partnership with Island Records and Epic Games, has announced that London's world-renowned venue The O2 is now available in the world's biggest game, Fortnite. Inside Fortnite Creative, players are be able to attend an interactive musical experience along with the chance to win exclusive rewards in the Priority app, such as tickets to see Easy Life live.
This campaign features the first time the O2 has ever featured in a video game. Another first for the campaign, included a unique interactive musical experience by the UK’s top up-and-coming Leicester act, Easy Life, who virtually performed tracks from their debut album ‘life’s a beach’. They are the first UK act to play within Fortnite Creative.
The in-game version of the iconic London landmark is instantly recognisable inside Fortnite Creative. Once players entered the virtual venue, users were able to have a range of gameplay experiences, such as exploring hidden rooms, backstage areas and the O2 Blueroom.
O2's partnership with Easy Life provided players and music lovers with a range of unique and interactive experiences. Built with players in mind; it was a full experience for users to interact with, unlock, and collect in-game items including a free exclusive ‘Squeezy life’ graffiti Spray. There was also a lobby track that players could unlock in-game only after attending the experience created by Easy Life.
The interactive performance showcased hoverboards, underwater cinemas and the band played in the belly of a huge decaying whale. During the show, attendees were transported to six unique areas, each inspired by a different track from ‘life’s a beach’, pulled straight from the imagination of Easy Life themselves.
With much of Easy Life’s headline tour of O2 Academy and other UK venues this coming November already sold out, their whimsical headline performance at The O2 in Fortnite Creative gave their fans an early chance to experience the UK’s top breakout band in action.
Simon Valcarcel, Head of Brand and Consumer Marcomms at O2: “We couldn’t be prouder to work alongside both Island Records and Epic Games to bring such an incredible experience to O2 customers and music fans all over the world via Fortnite Creative. O2 has a rich heritage in music and we’re committed to providing music fans with unique experiences so it’s only fitting that we’re bringing the world’s most popular entertainment venue into the world’s biggest game. We know how much everyone – us included – has missed going to gigs so we’re excited to bring the UK’s hottest up-and-coming act to music fans globally through Fortnite Creative.”
Fortnite Pro-builders, KKSlider, DolphinDom, Hellraiser and Team Cre8, created the entire experience in Fortnite Creative mode, building The O2 from scratch. “Music was always a passion along-side level design and we are absolutely thrilled to have been involved in a project that combines both,'' explained Wertandrew, Lead Community Creator at Team Cre8. "This is the first time that an experience features an iconic venue and interactive show, both built from the ground up by Fortnite creators for players and music fans all around the world to enjoy.”
You can catch the livestream here.
When it came to recreating The O2 in a virtual space there really was only one platform that made the most sense... We really couldn’t have done it without the trust of our client O2, the support of Epic Games and the shared vision of easy life, their production team and Island Records. VCCP Associate Creative Directors, Ben Hopkins and Morten Legarth