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  • Writer's pictureCarma Levene

Samsung Launches Clash of Commuters - An Australian Inspired Fortnite Creative Map


Samsung Launches Clash of Commuters with CHEP Network and Livewire: An Australian Inspired Fortnite Creative Map for Mobile Gamers and the Chance to Win Prizes IRL 


Samsung Electronics Australia, in partnership with CHEP Network and Livewire has launched Clash of Commuters, an innovative gaming marketing campaign that merges the virtual world of gaming with the everyday experiences of Australian commuters on Fortnite Creative.


Watch the teaser:




This integrated experience is designed to celebrate the rise of on-the-go gaming and showcase the capabilities of the Galaxy S24 Ultra.


As the gaming landscape continues to evolve, Samsung recognises the growing importance of mobile gaming among Australian consumers. Recent gaming research conducted by Samsung Electronics Australia revealed that 48% of Australian gamers are using smartphones as their primary gaming device, highlighting the significance of mobile gaming in the market.


Clash of Commuters challenges gamers to prove their skills in an animated version of the real-world setting where mobile gaming truly comes alive-the daily commute. During May, Clash of Commuters invites players to embark on an adventure in Fortnite Creative.


Clash of Commuters - featuring bus

The experience created by Gamefam, sees players protecting a public transport bus as it meanders through a dystopian Australian commuter landscape.


Clash of Commuters - featuring "bin chicken"

Under the watchful eye of bin chickens, players must clear roadblocks, fight off coffee-starved commuters for their chance to win. The Samsung Galaxy S24 Ultra, with its realistic graphics, lifelike visuals, and Samsung’s most powerful chipset to date, has been designed to meet the high performance demands of gamers.

These devices will be hidden throughout the map, with players able to unlock special bonuses IRL if they find them.


Clash of Commuters - featuring players running

The player who completes all five rounds of the Clash of Commuters campaign in the shortest amount of time (The Shortest Haul) will be eligible to win a Samsung gaming packworth over $8,000, which includes a 55” QN90D NEO QLED TV, 57”Odyssey NeoG95NC Curved QLED Monitor, Galaxy S24 Ultra and Galaxy Buds2 Pro.


There will also be additional prize packs available for the fastest player to complete the campaign on a mobile device (The Ultimate On-The-Go Gamer), the most side quest phones acquired (Seat Scavenger), as well as four winners drawn at random from all completed time submissions (Regular Riders).


Eric Chou, Head of Mobile eXperience, Samsung Electronics Australia, emphasised the campaign's goal of connecting with gamers:

"At Samsung we’re committed to improving customer experience through product innovation with industry leading devices like the GalaxyS24 Ultra with Galaxy AI, and our approach to marketing is no different. We’re proud to collaborate with industry leaders to create Clash of Commuters, an interactive mobile experience for Australians that goes beyond the traditional home gaming setup.”

Paul Meates, Executive Creative Director at CHEP Network, adds:


"As more and more people turn to gaming on their commute, we saw an opportunity to create a campaign that better represents them. To find a true legend in the mobile gaming realm, the game needs to exist in the realm where mobile gaming is played. It needs potholes, it needs distractions and cramped spaces, and perhaps even an element of motion sickness.”

To extend the reach of the campaign, Samsung and CHEP Network will utilise out-of-home advertising targeting commuters during their daily commute. Bus wraps, train platform ads, and tram wraps will encourage commuters to join the battle, while QR codes will provide easy access to the experience and will help lead people to defend their local route.


Additionally, interactive experiences in Sydney and Melbourne will allow local commuters to immerse themselves in the competition in a derailed train carriage, made in partnership with The Glue Society and Revolver, and experiencing the ‘Clash of Commuters’ gameplay on the ultimate mobile gaming device; the Galaxy S24 Ultra.


In the traditional digital gaming space, the campaign will also grab attention through some of Australia’s biggest gamers such as Lachlan, Loserfruit, Crayator and Cynical Sakura, all of whom will help showcase the Galaxy S24 Ultra’s gaming power with live-streams and videos of their mobile gaming experience engaging in Clash of Commuters.


About Samsung Electronics Co., Ltd.

Samsung inspires the world and shapes the future with transformative ideas and technologies. The company is redefining the worlds of TVs, smartphones, wearable devices, tablets, home appliances, network systems, and memory, system LSI, foundry and LED solutions, and delivering a seamless connected experience through its SmartThings ecosystem and open collaboration with partners.


About Livewire

Livewire is a global gaming marketing company. Livewire is the single - entry point into gaming for brands, whether it’s in-game ads, custom integrations, world builds, or activating around the game. Its team of forty gaming natives are focused on unlocking the highly-engaged and fast-growing gaming audience for brands.

Livewire’s gametech marketing platform Gameview connects brands to 2 billion+ gamers globally. Livewire Labs, its in-house strategic consultancy, delivers award-winning integrated gaming campaigns for the world's biggest names including Uber, Amazon Music, Altitude and Samsung.


About Gamefam

Gamefam is the leading metaverse media company for Gen Z and Alpha communities. Pairing expert brand strategists with world-class developers, Gamefam successfully delivers strategies for its brand and IP partners through an industry-leading network of games across Roblox, Fortnite and other platforms, driving reach and scale with 360-degree amplification programs informed by proprietary insights and measurement solutions.


Established in 2019 as the first professional Roblox developer, Gamefam has now become the largest and most successful metaverse media company, with 30 billion lifetime visits and 12 million average daily visits across its 30+ live-operated game portfolios.

Gamefam has delivered winning metaverse strategies, games and campaigns with top IP partners including Paramount, Warner Music Group, the NFL, Netflix, Mattel, Sony, Sega, Samsung and Crunchyroll.

The company successfully created three of the top 10 branded Roblox games of all time; three of the top five Roblox concerts of all time; and the first-ever brand integration into a Fortnite game. Gamefam’s top branded and original franchises include Sonic Speed Simulator, Twilight Daycare, Barbie DreamHouse Tycoon, SpongeBob Simulator, Deadpines: Zombie Survival, Obby But on a Bike HD, Super League Soccer and Car Dealership Tycoon. Gamefam has been honored by Great Place to Work®, Fast Company’s Most Innovative Companies, LinkedIn’s Top Startups, The Clio Awards, The Webby Awards and more.


Credits

Client: Samsung

Social Media and Influencer Marketing Manager: Alex Campbell

Marketing Manager – Ecosystem, MX: Jason Munro

Lead Events & Experiential Marketing Manager: Lucy Tickner

Experiential Marketing Executive: Ruby Luya

Agency: CHEP Network


Game Production

Gaming Marketing Company: Livewire

Chief Strategy Officer: Gareth Leeding

Head of Strategy: Chris Johnston

Client Solutions Lead: Veronica Turlington

Head of APAC: Adam Fischer

ANZ Sales Lead: Carley Schad

Game developer: Gamefam

Head of Fortnite: Matt Zanazzo

Head of Brand Partnerships & Sales: Bobby DiGiacomo

Senior Manager of Brand Partnerships: Marlon Castillo

Associate Manager of Brand Partnerships: Parker Bennet

Game Trailer Production Company: Moisty Media

Founder: Seth Dirks

Head of Studio: Eugene Fowler


Experiential Production

Production Company: Revolver

Art + Directing Collective: The Glue Society

Director: Luke Nuto

Managing Director/Co-Owner: Michael Ritchie

Executive Producer/Partner: Pip Smart

Executive Producer: Jasmin Helliar

Producer: Max Horn

Production Designer: Damien Drew

Construction: Wild Sets

Events company: TFCG Events

Music and Sound: Sonar Music

Music composer: Matteo Zingales

Senior sound designer: Andy Stewart

Executive Producer: Sophie Haydon

Head of Production: Haylee Poppi

PR: Ogilvy PR


Editors note: This is an independently created Fortnite experience and is not sponsored, endorsed, or administered by Epic Games, Inc. Fortnite is developed by Epic Games, and offers a wide range of tools to empower anyone to design games and experiences. In Fortnite, anyone can build their own online experience for free and share it with Fortnite's audience around the world.


1. This is an independently created Fortnite experience and is not sponsored, endorsed, or administered by Epic Games, Inc.

2. Samsung Gaming Research conducted by Pureprofile in April 2024 (N=1006)

3. AU res 18+ & opt in. Ends 30/5/24 AEST. T&Cs/permit numbers can be found at clashofcommuters.com.au

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