Versace

Objective

Drive hype and cultural buzz around the launch of the Versace Mercury sneaker by introducing it as a limited-time digital collectible within Fortnite.

Activation

• Integrated the Versace Mercury sneaker into Murder Mystery as a discoverable, limited-time in-game collectible
• Built a custom archaeological dig site within the lobby, one of the highest-trafficked areas of Fortnite
• Implemented a one-per-round claim mechanic, reinforcing scarcity and exclusivity aligned with luxury positioning
• Enabled players to equip the sneakers, unlocking in-game benefits and increased player visibility
• Partnered with popular streamer Agent 00 to host a live Twitch event, driving awareness and rewarding fans with real-world product giveaways
• Bridged digital and physical worlds by connecting in-game discovery with IRL product access

Results

• 63,000,000 total impressions
• 29,486,000 total minutes played
• 1,602,000 total rounds played
• 1,177,000 sneaker claims
• 501,681 unique players