To celebrate Tetris’ 40th anniversary, we set out to redefine gaming integrations and social media partnerships through a multi-platform campaign bridging Fortnite Creative and Tetris Mobile. Our primary objectives were to raise awareness of Tetris’ legacy, foster audience engagement across platforms, and boost in-app dwell time by merging the nostalgic charm of Tetris with Fortnite’s modern appeal. By collaborating with top-tier Fortnite creators and influencers, we aimed to create a unified and immersive experience that resonated with gamers of all generations while showcasing Tetris as a timeless gaming icon.
The campaign was executed through a cohesive three-pronged multi-platform strategy focused on in-game innovation in Fortnite, influencer amplification across Twitch, TikTok, and YouTube, and mobile app engagement on Tetris Mobile:
In-game integration: We partnered with renowned Fortnite UEFN creators Dilly and GoodGamers to bring Tetris IP into their popular "Color Climb" map. The adaptation featured colorful, climbable Tetriminos, the iconic "Korobeiniki" song, arcade machines, and wearable Tetrimino backblings, turning the map into a vibrant tribute to Tetris while preserving the heart of the existing Color Climb. Strategic amplification included two additional portals from Dilly’s popular Fortnite maps, driving thousands of players directly to the integration to experience the branded gameplay.
Influencer collaborations: We collaborated with 38 influencers across Twitch, TikTok, and YouTube to share tournament streams, long-form VODs, and short-form promotional content. We ran four tournaments with $10,000 prize pools each. 24 influencers competed in these events, alongside 8 fan wild card participants. The other 14 creators were engaged to promote the tournament and campaign to drive downloads and engage audiences.
In total, creators delivered a whopping 102 pieces of content, sparking excitement and authentic conversations around the campaign.
App engagement: A new “Tetris Ultra Mode” was developed within the mobile app, enabling players to earn crowns by reaching level 8 and unlocking the ability to enter the contest for a chance to win a spot in one of the tournaments, as well as amazing prizes - tying app engagement to Fortnite gameplay. Despite the technical challenge of linking Fortnite players directly to app stores, our influencer-driven strategies effectively bridged this gap, creating a seamless system that encouraged cross-platform play and engagement.
By focusing on integration and amplification, we created a campaign that redefined how gaming IP can thrive across platforms, notably through creator-led content on social media.
The campaign exceeded expectations, effectively revitalizing Tetris’ legacy and delivering exceptional engagement. In Fortnite, the “Color Climb” map recorded over 8 million climbs, with players spending an average of 18 minutes per session. Players equipped 2.8 million Tetris backblings and climbed 153 million Tetriminos, showcasing a strong connection to the brand.
A robust influencer strategy featured 38 creators generating 102 pieces of content, amassing 9.2 million views across platforms The comments poured in with a mix of nostalgia for the classic game, praise for the Tetris-inspired mechanics and creative elements in the Fortnite map, and enthusiasm for the fun and engaging gameplay. In addition, these collaborations sparked a surge in organic UGC, with fans across platforms sharing their attempts at taking on the climb.
Industry praise validated the campaign’s success, with Epic Games featuring it on Epic’s Picks, and calling it a benchmark for brand integration with plans to feature it as a case study.
Media coverage was equally remarkable, with features in seven major outlets, including MSN and ESports Illustrated, reaching an audience of 747 million unique monthly viewers.
Meanwhile, the launch of “Tetris Ultra Mode” in the mobile app bridged the gap between in-game and in-app experiences, driving sustained player engagement.
By creatively celebrating Tetris’ 40th anniversary, the campaign became a defining moment for gaming and social media, solidifying Tetris’ place as both a nostalgic classic and a modern phenomenon.
