Sky City by Sky Broadband

Objective

Sky Broadband sought to establish itself as the leading connectivity provider for gamers in the UK, a market of 17 million mid-to-hardcore players who typically avoid traditional advertising channels. The campaign aimed to demonstrate the brand's reliability and speed credentials by creating an immersive gaming experience that would resonate with this audience and build brand association with gaming performance.

Solution

Whalar Group created Sky City, a custom Fortnite island featuring three thematic skyscrapers with the Sky Tower as centerpiece, designed to showcase speed through gameplay mechanics such as speed rails, rapid weapon collection, tunnels, and launching portals. The island integrated other Sky brand properties (Sky Cinema, Sky Sports) and Easter eggs in a Penthouse area. The experience was amplified through a "Speed Showdown" esports tournament by Guild Esports and a high-impact partnership with TheBoyDilly, one of Fortnite's top creators, who added a portal to Sky City on his map for 72 hours, exposing it to his 5.6 million combined social following.

Results

The campaign achieved 200,000+ island plays (2,000% above category benchmark) with an average daily playtime of 23 minutes and 35,000+ cumulative hours. Players completed 1.5 million speed rail rides and generated 3 million brand interactions. The island gained Epic's Picks curation for 8 days (often ranking #1 or #2). The TheBoyDilly partnership alone delivered 2.8 million unique players and 94 million impressions (1,467% above target). The tournament drew 140,000 live viewers and generated 150 million paid media impressions with 25,000 engagements. Brand metrics showed +3% TikTok ad recall, +2.5% awareness lift, +3.3% Meta ad recall, and +2.6% increase in gaming brand association.