Gamifying the Nation

For one day only, we turned EE billboards and retail stores across the nation into playable experiences. By scanning QR codes, people could join the game instantly, or search for EE Game Day in TikTok Effects to access an exclusive social game. We also hosted a special AR gaming activation on Brighton Pier, giving players the chance to win prizes.

And that’s not all! We streamed a Fortnite treasure hunt live on Twitch, hosted by gaming giants Tobi, Josh, and Ethan from the Sidemen. This custom island featured a series of action-packed mini-games, where fans could play alongside these legends, testing their reflexes in Tile Tower, dominating the field inside Wembley Stadium in Foosball Frenzy, and keeping their cool in High Street Hop—all while racing to uncover one of the hidden EE Game Chests.

After a successful debut, EE Game Day 2024 evolved into an even more ambitious edition, reaching a wider audience. I led the creative evolution of the event and oversaw its development from concept through to delivery of these four games and the live event on Twitch.