Background

To kick off a multi-year partnership, NRL partnered with LPL in order to leverage our audience reach and connect with a wider range of sports fans outside their traditional base.

Opportunity

Fortnite was the biggest game in the world at the time, attracting Oceanic gamers of all ages. Many sports people and celebrities, including players in the NRL, reported playing Fortnite in their downtime between training and matches.

Execution

With the NRL Grand Finals being held in Sydney, LPL and NRL created a Fortnite tournament inviting hundreds of gamers across Australia and New Zealand to compete. The Top 5 competitors were flown to Sydney for an all-expenses-paid trip to the NRL Grand Final - where the tournament’s live grand final would be played with 5 top ANZ Twitch stars, prominent celebrities, NRL players, and 85 online competitors.

LPL also hosted an on-site activation at the NRL’s Sydney CBD hub, with free-play areas set up for gamers and fans to connect with the NRL through Fortnite.

Result

Over 80,000 people attended the Sydney Olympic Park precinct where the pop-up booth was held, with hundreds of attendees interacting with our free-to-play booths and broadcast screens. Over 30,000 people tuned in to the broadcast streamed live on Twitch. In total the campaign reached over 1.8 million gaming fans in just 3 weeks!

Links

Watch the live stream