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Versace launched a 3-day branded integration in Murder Mystery, a round-based survival horror featuring 7 unique stages. Leaning into the story of the product, we unearthed the Versace Mercury sneaker in a sponsored archeological dig in-game. The iconic Mercury sneaker was brought to life via a custom backbling, and gained millions of eyeballs by having the product featured within the lobby alongside more traditional Versace/Mercury branding.
Bringing the distinctive excitement, clamour and hype of a sneaker-drop to the Fortnite audience.
Evoking the FOMO of a physical sneaker drop, only the first player to get to (and interact with) the Versace Mercury sneaker would be able to wear it as a custom backbling during the following round. To add value, double XP was also awarded to whomever managed to grab the backbling first.
To weave in Versace’s brand values and represent craftsmanship, legacy and timeliness, we created an archaeological dig site environment and placed the Mercury sneaker on a golden plinth, highlighting the intricate details of the product. To players, the Mercury sneaker has always been there under their feet all along…
Finally, to further create hype, Versace partnered with content creator Agent00 to launch a Twitch livestream and sneaker giveaway.
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