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LEGO, Epic Games Tap Influencer Madison Beer For LEGO Fortnite Campaign
LEGO and Epic Games launched two major updates to LEGO Fortnite in December 2024, partnering with Grammy-nominated artist Madison Beer to promote the new gaming experiences across social media platforms.
As DesignRush reported, the campaign centered on two new game modes: LEGO Fortnite Odyssey’s “Storm Chasers” survival mode and LEGO Fortnite Brick Life, a roleplaying experience. Beer appeared in two promotional spots and hosted a Twitch livestream on December 20 to showcase the gameplay features.
“Teaming up with the LEGO Group and Epic Games and diving into the world of LEGO Fortnite has been so much fun and these new updates are next level and offer something totally different,” Beer said in a statement. “From taking on the Storm King in LEGO Fortnite Odyssey to building out a world in LEGO Fortnite Brick Life, there’s so much to explore.”
The Brick Life commercial positions Beer as a real estate professional pitching to three young investors. The spot highlights features including customizable villas, LEGO motorcycles, hoverboards, and social spaces like rooftop clubs and fortune teller locations.
In the Odyssey advertisement, Beer responds to a breaking news alert about the Storm King’s invasion. The narrative follows the influencer recruiting a team to combat this threat, incorporating an unexpected storyline involving pizza delivery and ranch sauce.
Beer concluded her Brick Life promotional spot by describing it as “the most social, creative, and playful LEGO world ever,” receiving approval from the investor panel. Both new game modes are currently available to players, with the campaign running across social media platforms and streaming services.
The campaign came as LEGO reported revenue growth despite broader declines in U.S. toy sales.
Epic Games has struck collaboration deals with multiple elite brands in recent years. In the summer of 2024, Fortnite partnered with Adidas to introduce a line of branded virtual sneakers and apparel within the game, allowing players to express their individuality in and out of the digital arena. Other notable brands collaborating with Fortnite include Marvel, Nike, the NFL, Star Wars, etc.
