EE Transforms Media Inventory into World’s Biggest Arcade for Game Day

EE today announces the return of Game Day on Saturday 7th September, by using its DOOH UK media inventory to ‘Gamify the Nation’ and create the world's biggest playable arcade for 24 hours only, giving consumers up and down the country the chance to claim thousands of prizes via EE Game Store. 

As part of EE’s mission to become the UK’s no.1 destination for gaming, Game Day will see EE’s DOOH UK media inventory turned into gamified experiences, with consumers able to play four mini games inspired by the most popular arcade genres.

The mini games will be available via a combination of media including OOH, digital and retail as well as a partnership with TikTok: 

• EE Gull Bop – EE will transform the famous Brighton Pier into a giant AR game where players will scan QR codes around the pier and hover their phone over the building to play; whacking the gulls and scoring points for everyone they get.
• EE Wembley Goal Run & EE Cross Country run - by scanning QR codes featured on all the EE Game Day billboards and at EE stores, players will have the option to play two Endless Runner inspired games. 
• For EE Wembley Goal Run, players must dribble the ball down a digital version of the famous pitch, weaving through oncoming opponents to score a goal and win points. 
• For EE Cross Country Run, players must avoid obstacles as their character races along, aiming to reach 1000m without crashing be in with a chance of winning a prize
• EE Moonshot Mission – via a partnership with TikTok, consumers can search ‘Game Day’ in TikTok Effects to play. By the player tilting their head left and right, the robot on the screen must collect enough batteries within the time to power their rocket for launch.

Players participating in each of the EE Game Day online arcade style gaming experiences will score points which can be converted into EE Chest Codes and used to unlock prizes via the EE Game Store.

EE has also created its very own treasure hunt in Fortnite, giving fans the chance to unlock Game Chests containing console prize bundles. This epic Fortnite Island includes a series of action-packed mini games, challenging consumers to collect coins along the way to buy powerful boosters, that will give them the ultimate edge when racing to find the EE Game Chests. Every Game Chest found contains an EE Chest Code, giving consumers the chance to win prizes. 

At 5pm on EE Game Day, three of the UK’s top gaming streamers - Tobi, Josh and Ethan from Sidemen - will be hosting a live stream celebration via Twitch to reveal the Fortnite Island Code for players to access the bespoke Island, as well as playing along with fans to find the hidden Game Chests. 

As part of the EE Game Day livestream, EE & Bright Side will be raising funds for Great Ormond Street Hospital Charity which will go towards their fundraising appeal to help build a new School within a new world-leading Children’s Cancer Centre at Great Ormond Street Hospital (GOSH). Designed with children and families at its heart, this state-of-the-art hospital School will provide thousands of ill children and young people the chance to continue their education. Fortnite players will be challenged with scaling a GOSH Charity building in-game to collect coins helping them to find hidden Game Chests.

EE Game Day doesn’t end on the 7th September, with consumers able to access deals and offers on the latest consoles, games and accessories via EE Game Store until Tuesday 17th September.

Havas Play led on concept creation, development and delivery of the ‘Gamify the Nation’ activation. Emmy award-winning Nexus Studios developed the games, with the EE Treasure Hunt Island in Fortnite trailer directed by Mike Anderson, and produced by Nexus Studio. Saatchi & Saatchi are responsible for advertising creative. Media has been handled by EssenceMediacomX.

Pete Jeavons, group brand and consumer marketing director, EE commented, "As we continue on our mission to become the UK’s no.1 destination for gaming and ahead of a huge period of game releases, we wanted to mark EE Game Day with an activation that would put EE Game Store on the map. Our Gamify the Nation activation does just that, using our extensive footprint of UK media inventory in an innovative and creative way to put gaming kit and experiences in the hands of the nation. Whether you’re a seasoned pro or a novice gamer there’s something for everyone and some incredible prizes up for grabs.”

Charlie Hugill, managing partner, Havas Play UK, said, “This is a truly open-to-all activation that enriches EE’s position as a brand that meets gamers’ needs. Everyone across the country can get involved to play one of our five bespoke games – with thousands of prizes up for grabs. Reaching more types of gamer than ever before, this ambitious campaign further establishes EE in the hearts and minds of the gaming community. We’re excited to get the nation playing on the 7th September.”

Get involved with EE’s Game Day all day on Saturday 7th September by visiting here.