Universal Pictures / GlobalDigital & Tech
Nobody 2 x Fortnite.
To promote Nobody 2, Universal Pictures put Bob Odenkirk's character Hutch Mansell into a popular Fortnite custom map as a playable-world NPC instead of building its own game.
- Brand
- Universal Pictures
- Agency
- EssenceMediacom
- Market
- Global
- Region
- Global
The challenge
The film had to reach 18 to 30-year-old moviegoers against heavy competition from other blockbuster releases.
The idea
EssenceMediacom and Overwolf Ads took over the trending custom world 'Speed Realistics 2v2', which already had repeat players. A custom NPC of Hutch Mansell, with custom voice lines, joined matches alongside film cosmetics and weapon skins, Nobody 2 posters filled the waiting lobby, and the gameplay echoed the film's plot.
Results
- According to The Drum Awards entry, the NPC drew 25 million+ impressions and players used branded cosmetics more than 1 million times.
- The entry reports 27 minutes of average playtime and 37.6 million+ impressions, 145% over plan.
Case study source: The Drum Awards Source ↗
Awards
- The Drum Awards for Marketing EMEA 2026 Silver (Entertainment & Consumer Tech)
Credits
- Media agency
- EssenceMediacom
- Media placement
- Overwolf Ads
- Talent (Hutch Mansell)
- Bob Odenkirk
