Working with Sony Music, we flipped a single lyric “Saturday night & we in the spot” into a full Fortnite activation, turning it into a cultural moment. We hijacked Fortnite’s core Battle Royale mode & used its newly released Uptown Funk Jam Track as our creative engine.

‍

Our idea: infiltrate Saturday night Fortnite with squads of Twitch creators & challenge them to Funk It Out To The Finish.

‍

We teamed up with creators across the UK & Germany who thrive on energy, silliness & squad chaos, giving them a set of in-game missions all centred around playing the Uptown Funk Jam Track. Hit a milestone, earn gifted subs for the community. Simple, hype-fuelled & very Twitch.

Creators had to:

• Drop together & play Uptown Funk on landing
• Jam again when they hit top-50
• Reach the final circle & play the track under pressure
• Hit the last circle as a squad to trigger gifting rewards

‍

‍

‍

‍

Subs flew, chats were moving & communities rallied. Viewers genuinely cheered for milestones because they unlocked real rewards, a feedback loop that Twitch absolutely loves. 

Following the campaign, we were invited to the Sony Music headquarters to present the full report to the wider commercial team, a testament to how strongly the activation landed internally & how much excitement it generated.

Beyond numbers, the community energy was strong: viewers rediscovering the track, creators turning challenges into running jokes & squads genuinely vibing. It became the kind of shared cultural moment you can’t force, you can only set the stage & let the internet run with it.

‍

We turned this entire activation around in under two weeks, rallying as a team on Saturday night to watch streams live, drop subs & jump in on the chaos. It was a moment we got to experience alongside the creators & their communities. 

‍

By blending Fortnite’s Jam Tracks with Twitch’s gifted-sub culture, we built a format for music-led gaming activations with platform-native fun that puts creators & communities at the centre.

‍

It was authentic, reactive & perfectly suited to celebrating one of the most iconic tracks of the last decade, proving just how seamlessly music & gaming culture can merge.

‍