Wunderman Thompson Mexico: Duracell has plunged Fortnite into darkness

Duracell has brought its batteries into the metaverse and Duracell players have to race to save its island, and the rest of Fortnite, from a complete blackout. The campaign by Wunderman Thompson Mexico promotes the new Duracell Optimum battery.

During the Duracell Optimum Speed Run, players must go through 13 levels of the map in darkness, with only a flashlight to help them see. In a race against time, their mission is to retrieve the ‘power and duration capsules’ found on the island.

Daniel Minaker and Sebastian Terazaga, chief creative officers for Wunderman Thompson LATAM, commented, “Blackouts have occurred in some of the biggest cities in the world – New York in 1965 and Paris in 2019 – but now a blackout has occurred in one of the largest modern cities in the world, Fortnite. Through the experience, we’ve been able to showcase how the Duracell Optimum batteries can improve a gamers’ experience thanks to the power and battery life the product provides.”

The team also created the Duracell Optimum Squad featuring some of the most professional Fortnite players in LATAM – ElMariana, RocioDTA, YolaMartinez, and RobertoCein – who have teamed up to complete the mission and regain the energy of Optimum Land.

Daniel Sierra, vice president and general manager for Duracell Mexico, commented, “The gaming world is a very competitive space and gamers can be quite particular with the equipment and accessories they choose. Fortnite has become an in-game advertising powerhouse, making it the perfect platform for us to connect with a hyper-engaged audience and generate curiosity about this new generation of batteries. Wunderman Thompson Mexico has done a wonderful job bringing this powerful idea to life to showcase how Duracell Optimum can improve the devices gamers play with by keeping them charged for longer.”

Agustín Rodríguez, chief executive officer of Wunderman Thompson México, added, “In order to be relevant in this hyper-connected and hyper-segmented world, it’s imperative for brands to organically connect with their audiences, understanding their ecosystems and capitalizing digital and tech platforms. That’s what we did by bringing Duracell into the metaverse, as one of the pioneering brands developing gaming strategies in Mexico. Fortnite is the prime time for our target. And Duracell Optimum the best energy they need.”