Samsung Australia, in partnership with CHEP Network and Livewire, has launched Clash of Commuters, a gaming marketing campaign merging the virtual world with the everyday experiences of Australian commuters on Fortnite Creative.
The integrated experience is designed to celebrate the rise of on-the-go gaming and market the capabilities of the Galaxy S24 Ultra.
From 2 May to 30 May, players can embark on an adventure created by Gamefam in Fortnite Creative. Players protect a public transport bus as it meanders through a dystopian Australian commuter landscape. Under the eye of bin chickens, players must clear roadblocks and fight off coffee-starved commuters for their chance to win.
Samsung Galaxy S24 Ultras are hidden throughout the map, with players able to unlock special bonuses in real life if they find them.
Paul Meates, executive creative director at CHEP Network, said: “As more and more people turn to gaming on their commute, we saw an opportunity to create a campaign that better represents them. To find a true legend in the mobile gaming realm, the game needs to exist in the realm where mobile gaming is played. It needs potholes, it needs distractions and cramped spaces, and perhaps even an element of motion sickness.”
In the game mode, the player who completes all five rounds of the Clash of Commuters campaign in the shortest amount of time will be eligible to win a Samsung gaming pack worth over $8,000. There will also be additional prize packs available for the fastest player to complete the campaign on a mobile device, the most side quest phones acquired, plus four winners drawn at random from all completed time submissions.
Eric Chou, head of mobile experience, Samsung Electronics Australia, emphasised the campaign’s goal of connecting with gamers.
“At Samsung, we’re committed to improving customer experience through product innovation with industry-leading devices like the Galaxy S24 Ultra with Galaxy AI, and our approach to marketing is no different. We’re proud to collaborate with industry leaders to create Clash of Commuters, an interactive mobile experience for Australians that goes beyond the traditional home gaming setup.”
Samsung and CHEP Network will utilise out-of-home advertising targeting commuters during their daily commute. Bus wraps, train platform ads, and tram wraps will encourage commuters to engage in the campaign.
The campaign will also feature some of Australia’s biggest gaming creators such as Lachlan, Loserfruit, Crayator and Cynical Sakura as well as sporting personas such as Rob Whittaker and Mitch Robinson.
Credits:
Client: Samsung
Social Media and Influencer Marketing Manager: Alex Campbell
Marketing Manager – Ecosystem, MX: Jason Munro
Lead Events & Experiential Marketing Manager: Lucy Tickner
Experiential Marketing Executive: Ruby Luya
Agency: CHEP Network
GAME PRODUCTION
Gaming Marketing Company: Livewire
Chief Strategy Officer: Gareth Leeding
Head of Strategy: Chris Johnston
Client Solutions Lead: Veronica Turlington
Head of APAC: Adam Fischer
ANZ Sales Lead: Carley Schad
Game developer: Gamefam
Head of Fortnite: Matt Zanazzo
Head of Brand Partnerships & Sales: Bobby DiGiacomo
Senior Manager of Brand Partnerships: Marlon Castillo
Associate Manager of Brand Partnerships: Parker Bennet
Game Trailer Production Company: Moisty Media
Founder: Seth Dirks
Head of Studio: Eugene Fowler
The launch of the campaign comes as a report from Livewire, released in March, revealed that gaming is the entertainment channel of choice across Gen Alpha, Gen Z, and millennials.
The report found that while gaming is the biggest form of entertainment across the groups, the younger Gen Alpha and Gen Z have different expectations, and are more welcoming of brands in gaming.
See also: Gen Alpha, Gen Z, and millennials choose gaming above other entertainment: Livewire report