Drive City
Open the game- Brand
- Ali G
- Year
- 2026
- Objective
- Product Launch
- Industry
- Entertainment
- Platform
- In-Game
- Agency
- Chartis
- Published
- 1
The player enters code 6246-3089-1172 in Fortnite's island search to load Drive City, an open-world city roleplay map, finding a new area, Ali G's hometown West Staines, added for the takeover.
- 2
A live arrival event opens the run: a crowd gathers to welcome Ali G, hostile locals interrupt the celebration, and he flees into his Nan's house while players fight to clear the area.
- 3
Once it's safe, Ali G returns with original dialogue recorded by Sacha Baron Cohen, claims credit for the rescue, and recruits the player into a marketing campaign to make him more famous.
- 4
The core loop is a set of self-paced promo jobs around the city: plastering posters, planting life-size Ali G cutouts, and driving his branded speaker van to blast his message.
- 5
Each completed job raises a fame meter, visibly changing the city with new signs, graffiti, and Ali G soundbites as his profile grows.
- 6
At the finale, Drive City's landmark sign is replaced with Ali G's name, and finishing the chain unlocks his signature yellow car for the player to drive around the map.
Objective
Amazon MGM Studios needed to put Sacha Baron Cohen's returning character in front of an audience that largely wasn't alive for his last film, «Ali G Indahouse» (2002). Fortnite's Gen Z/Gen Alpha base was the target, and the campaign's job was to build hype in the week on either side of the October 23, 2026 theatrical opening of «Ali G: Who Iz I?». Rather than running a conventional ad, the brand built the promotion itself into the gameplay, so players spend the campaign doing Ali G's publicity work for him.
Solution
Players drop into Drive City, an existing open-world roleplay island in Fortnite Creative, by entering code 6246-3089-1172 — no separate app or standalone map required. Inside, they find Ali G himself as an NPC in a new West Staines neighborhood, voiced with original lines recorded by Baron Cohen, who hands out a string of 'fame jobs': plastering posters around town, planting cardboard cutouts of himself on street corners, and driving his branded speaker van through the streets blasting his soundbites. Each job finished visibly redecorates the island — new signage and graffiti spread block by block — until the run builds to a finale where Drive City's landmark sign is swapped for Ali G's name and his signature yellow car unlocks as a reward players keep driving around the map after the quest ends.
