Using Fortnite to promote an event like Eurovision really shows how important video games are becoming in everyday life.
Finland has recently partnered with Zoan, a metaverse developer, to create a photorealistic replica of Helsinki in the popular battle royale game, Fortnite. The virtual map will showcase the Helsinki Senate Square and serve as a promotional campaign for Finland’s Eurovision representative, Käärijä.
Virtual Helsinki in Fortnite
Fortnite players can explore the virtual recreation of the Helsinki Senate Square and visit a “designated dance area” while listening to Käärijä’s ‘Cha Cha Cha,’ the official Eurovision submission of Finland. The collaboration is a part of a promotional campaign that aims to connect with fans in an innovative way, breaking boundaries, and stirring the pot.
The collaboration has been well-received by Ida Karimaa, A&R at Monsp and Warner Music Finland, who said, "Käärijä is all about breaking boundaries, stirring the pot and creating new ways to connect with fans, so this kind of innovative promo campaign with the gaming world felt immediately like a natural and great opportunity."
Fortnite and Käärijä – A Perfect Match
Nicholas Wilczynski, head of digital at Warner Music Finland, also shared his excitement about the collaboration, saying that "Käärijä and Fortnite are a perfect match." Fans can experience the virtual Helsinki in Fortnite by entering the Island Code 1530-0619-6061 in the Discovery menu.
Creating Content in Fortnite – A Game Changer
Zoan used Fortnite’s Unreal Editor, which was launched back in March, to create the virtual map of Helsinki. Laura Olin, COO at Zoan, shared her excitement about the potential of creating content within Fortnite, stating that it "is a game-changer for so many industries," and hopes that it "helps Finland to win at ESC."
Free Gig in Liverpool’s Eurovision Village
The Eurovision Song Contest is scheduled to take place next Saturday, May 13, at Liverpool’s M&S Bank Arena. In preparation for the contest, Music Venue Trust and The National Lottery have announced a free gig at Liverpool’s Eurovision Village on May 10.
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The event will feature performances from The Lightning Seeds, Miles Kane, Girls Don’t Sync, and Michael Aldag. However, only 15,000 free tickets will be given out on a first-come, first-served basis, so fans are encouraged to arrive early.
Finland's collaboration with Zoan to create a photorealistic replica of Helsinki in Fortnite is an innovative promotional campaign that breaks the boundaries of traditional marketing strategies.
The virtual Helsinki in Fortnite will undoubtedly attract fans of both the game and Eurovision, and with the contest just around the corner, the timing couldn't be better. The Music Venue Trust and The National Lottery's free gig in Liverpool's Eurovision Village is another excellent opportunity for fans to celebrate the contest, featuring some fantastic musical performances.