Client: EE
EE Game Day 2024: A nationwide event that turned the UK into the world’s largest arcade and invited everyone to play! Building on the success of the first Game Day in 2023 and levelling-up EE’s ambition to be a major player in the gaming category, we created 5 original gaming experiences that spanned mobile, real-world activations and a Fortnite x Sidemen collab live on Twitch. ‘EE Endless Runner’, promoted across digital outdoor advertising nationwide and EE’s 449 stores, let players race across the nation to beat the clock or dribble across Wembley’s hallowed turf to score a goal. ‘EE Gull Bop’ used mobile AR technology to transform arcade icon Brighton Pier into an actual playable destination featuring a unique virtual Whac-A-Mole style mobile game. ‘EE Moonshot Mission’ offered Gen Z audiences a playable TikTok filter that let them guide Spark the Robot in a race against time to power up a rocket. And for ‘EE Game Chest Hunt’ we partnered with Fortnite to create an island of fun and challenging mini games, with legendary streamers the Sidemen amplifying the experience live on Twitch to an audience of hardcore gamers. EE Game Day 2024 smashed every KPI in the brief and helped EE take another massive step towards becoming the UK’s #1 for gamers. Bring on EE Game Day 2025!
Lead Agency: Havas Play
Other Agencies: Saatchi & Saatchi and EssenceMediacomX
Production Partner: Nexus Studios
