THE ASK
Create a cultural movement around Lady Gaga’s grand entrance to the Fortnite Festival stage, off the heels of The Weeknd setting it ablaze, to draw music fans in for the Season 2 launch.

THE STRATEGY
From her brand, advocacy, and even her community, everything that Lady Gaga stands for is audacious. So we invited her legions of dedicated Little Monsters to take the stage and be their most audacious self in the space known to reward and encourage weirdness.

THE RESULTS
The campaign had three core beats:

1. The Tease: Lady Gaga quote tweets a 2019 tweet of hers where she quite simply says, “What’s fortnight” with “fortnite*”

2. The Fan Engagement: Gaga’s Little Monsters were in an uproar after she posts a video tweet storm of a collection of their tweets that requested her integration into the game over the last few years. We even looped in one of Gaga’s biggest fan accounts to help us build the anticipation by giving them a video of their own to share.

3. The Education: With Fortnite Festival being a rather new experience, we needed to teach the inevitable newcomers on how to play, so we created an infographic and shared it on FN’s accounts.

This community-centered, social-only campaign became one of Fortnite’s biggest announcements ever via X, surpassing the to-date performance of Travis Scott’s 2020 FN collab. Within the first 48 hours, the teaser tweet amassed 346K likes, 435K engagements, and 22M views, with earned media from the likes of Rolling Stone, Billboard, Variety, and Time.