Situation

Fossil is a legacy brand with a well established consumer base and a following of watch collectors thanks to their history of partnering with brands. This partnership, Fossil wanted to do something differently and enter the gaming space for the first time.

We knew that bringing brands into the gaming space in an inauthentic way could have the reverse effect — causing backlash from the gaming community who are notoriously against product advertising. Our job was to find an entry point for Fossil to connect with Gen Z target audience and gamers in an exciting way that met players where they were at and opened the door for new users to the Minecraft franchise.

Opportunity

Time Well Played

Concept

We wanted to find a concept that was a natural overlap of the two brands and that would create an easy entry point for gamers. We came up with the Time Well Played campaign as a celebration of our time and how we choose to spend it.

Market Analysis

Identify the current state of digital integration, identifying key entry points for Fossil to create buzz in the gaming space.

Twitch quest

Develop a key moment for player engagement and drive awareness of the partnership.

Influencer event

Influencer engagement and opportunities for organic content development.

experience

Bring this to life across all verticals including global store takeovers, social campaigns, and digital experiences.

Twitch Watch Time quest

Twitch Watch Time Quest is an event where viewers can earn in-game items or rewards by watching specific Twitch streams for a certain amount of time. These quests are often tied to promotions and collaborations between creators.

Aside from the clever and easy name play that the Twitch watch quest held, we chose this route as an easy entry point to introduce the partnership. Players were able to engage with a traditional platform and see the partnership for the first time.

We created messaging leading up to it and a character creator item to accompany the work.

Influencer event

In partnership with RSA Media, we brought our influencers together for an event hosted by Fossil. This showcased the full range of the product line and offered organic content capture opportunities for influencers.