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.

The brief

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 idea

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.”

The results

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.”

This campaign won at The Drum Awards for the Digital Industries 2022. You can see all the winners here. The Drum Awards for Marketing are currently open for entry. Find out how you can enter now.