How could we promote the new flagship store builded by Lenovo in the center of Milan during the pandemic? With an activation that merged one of the most played digital world with an iconic physical location. Best of both worlds, this is how ThaSup Box Fight was born.

The event was divided into 2 sections: the concert, and the Fortnite tournament with a price pool of 15.000 euros. Both events took place inside the Spazio Lenovo, showing the location and giving visibility to the brand whenever possible.

Various artists and talents of the machete crew participated to the event, and many popular pro players showed their skills during the tournament in 1v1 matches.

The stream opened up with with a special beat made by ThaSup himself.

This beat was composed and recorded entirely inside the game, without the help of any external program or device. It became the official beat of the campaign.

The entire tournament was played on a custom-designed map by ThaSup and commented live in the SPAZIO LENOVO by Manuelito (X Factor Judge) and Piazz (famous content creator in the Fortnite scene).

After the finals, we produced a live concert with some of the most important artists of the Machete label (Nitro, Lazza, Young Miles, etc…)

Key Takeaway