Tele2 Road to DreamHack 2024

The Tele2 Road to DreamHack

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Imagine for a second that you could step straight into one of the most played games itself as a brand. Imagine that same brand instantly unlocking unlimited opportunities for players, not only to become better as gamers but also to find new friendships and maybe even experience a lifelong dream of visiting DreamHack, the mythical LAN festival.

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During November, we partnered with Tele2, Emma Lundemo Dahlin, and Freja Karlsson to activate their “Tele2 Cyber City” map in Fortnite and create content centered around it. We launched the Tele2 Road to DreamHack, a way to go from your childhood bedroom to competing against some of the world’s best Fortnite players at DreamHack. With four tournaments, everyone from mothers to kids (yes, you read that right, mothers competing against their kids in the same tournament) faced off and made new friends online, friends they might never have met in real life. The tournament slots filled up in just ten seconds for the last one, It’s just like trying to grab tickets to a Coldplay show, the demand was beyond our wildest dreams and shows how much the players wanted this. Everything was live-streamed on Twitch.tv for audiences to enjoy together. We also brought in over 10 influencers (with big names like Keebabb and KalasOtto) to promote and play on the map with their friends, communities, and random players. They created content on their social media platforms to promote both the map itself and the surrounding tournaments.

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The final piece of the puzzle was, of course, DreamHack, the gaming mecca. Our winners were sent to DreamHack with their friends and families to compete against the best of the best and immerse themselves in the world’s biggest festival. At DreamHack, the players and all visitors had the chance to meet and compete against their heroes, Keebabb and KalasOtto.

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For us at Glitch Hub, this is the definition of unlimited gaming: creating opportunities to grow as people and gamers, while finding new friendships that we hope will last a lifetime.Working closely with Emma Lundemo Dahlin and Freja Karlsson at Tele2, we’ve become a close team throughout all our campaigns and our shared adventure to unlock the gaming world. They are some of the best when it comes to understanding gaming, gamers’ needs, and how to speak to them in their own language.

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We at Glitch Hub also want to drop a massive thanks to Tobias Jegenstam and his team at Go Maddox Interactive. Building something like the “Tele2 Cyber City” map is something we didn’t think was possible, but you and your team pulled off something amazing, straight out of our wildest imaginations.