Fortnite Foodcourt

Objective

Yandex Eats sought to reach gaming audiences by becoming the first Russian brand to create a branded experience in Fortnite. The campaign aimed to drive brand awareness and engagement among players through an immersive virtual island experience that translated the real-world food delivery service into an interactive gaming environment.

Solution

The campaign created a custom Fortnite island (code 0617-7769-8910) featuring hide-and-seek gameplay with two team types. Players could join either the 'Props' team (disguising themselves as themed food items, delivery bags, scooters, and robots) or the 'Hunters' team (pursuing and capturing disguised players). A anti-camping mechanic displayed a heart icon above a player's head if they stayed too long in one spot, revealing their location to the opposing team. Captured Props switched over to the Hunters' team for the remainder of the round. Both teams earned points through successful captures and by collecting food items scattered across the map. The island design incorporated Yandex Eats' signature spiral logo pattern and included themed restaurant locations. Supporting elements included a dedicated Discord community server and promotional landing page at eatsplay.ru. The project involved custom game interface design, game programming, and 2D graphics development.

Results

The campaign reached 2+ million users and generated 876+ comments across platforms. It received 411+ media publications.