Case Study: Unofficial boosts Gen Z engagement with AKQA’s Fortnite Play the Frame campaign

Unofficial drives 1.6M fans to Fortnite activation with AKQA

AKQA partnered with the youth eyewear brand Unofficial to connect with Generation Z, an audience that seamlessly blends digital and physical worlds. The challenge was to launch Unofficial's new collection and establish the brand within modern youth culture, specifically targeting the massive captive audience of the popular game Fortnite.

The solution, called "Play the Frame," was an immersive campaign that blurred lines between realities. AKQA created a synchronized experience where real-world supply chests airdropped to streamers could only be opened by solving puzzles with their communities inside a custom Fortnite creative map. This activation leveraged Unofficial's global retail network. The results were significant: the livestream events drew 1.6 million viewers, generated 150,000 hours of watched footage, and the game map saw over 2,000 hours of playtime with an average engagement of 35 minutes per player.

Unofficial