This project was a marketing plan focused on understanding how major brands use gaming, social media, and creator culture to reach younger audiences. I chose the LEGO x Fortnite collaboration because it felt like a perfect example of how marketing has shifted from traditional ads to immersive, experience-driven campaigns.

Through this study, I analyzed the campaign’s messaging, media strategy, and user engagement across platforms like TikTok, Twitch, YouTube, and in-game experiences. I also applied consumer psychology and UX principles to understand why the campaign felt natural, authentic, and highly engaging for kids and teens.

Working on this case study pushed me to think about marketing beyond ads, and more as world-building. It shows my interest in creative strategy, audience psychology, and how brands stay culturally relevant by meeting people where they already are.