How Metavision Won Best Metaverse Activation At The Drum Awards 2022

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.”