Dive Brief:

• Timex launched a new immersive experience within Fortnite, “Race Against TimeX,” that challenges players to race against time in a series of mini-games, according to information shared with Marketing Dive.
• The experience includes six-mini game challenges that introduces players to series of obstacles they must find their way around as time on the clock dwindles. Users can also opt to purchase power-ups in the form of watches to buy more time and power.
• The activation also sees a tie-up with Landon Barker, Gen Z icon and son of Blink-182 drummer Travis Barker, as well as additional influencer activations and in-game giveaways. Timex has explored the metaverse in the past, though its latest move marks its most interactive experience to date, per the brand. 

Dive Insight:

Timex’s Fortnite activation is not the brand’s first foray into the metaverse. Previous activations include a pre-show virtual countdown partnership with Wave’s virtual Justin Bieber concert and a tie-up with AmazeVR’s Megan Thee Stallion VR Concert Tour, “Enter The Hottieverse,” to provide virtual Timex watches to each user’s avatar using special hand-tracking capabilities. Now, the brand is exploring the space further with a heavily interactive component, a move made as several brands continue exploring what it will take to drive positive return-on-investment in virtual worlds. 

“Race Against TimeX” includes six mini-games that see players faced with challenges like rising water, walls closing in and floors breaking and must navigate through obstacles like being immersed in the dark or dodging waves. Players have the choice to purchase power-up watches that hold special powers like extra speed as they race against the clock. Additional aspects of the activation include in-game giveaways and partnerships with other gaming influencers including Parker Locke, Sushi Bae, SypherPK, and YouTuber Ali-A.

The latest metaverse effort by Timex could help the brand reach Gen Z, who could likely afford its relatively inexpensive product. The game was developed in partnership with metaverse agency Metabrands, Epic Games-owned SuperAwesome and Beyond Creative, a developer of Fortnite Creative games.

“Timex has been a disruptor for nearly 170 years, we have history in the unexpected,” said Shari Fabiani, senior vide president president of brand and creative at Timex Group, in a release.

As smartwatches rise in popularity, traditional wrist watch manufacturers have been looking for unique ways to grab the attention of consumers. For some brands such as Omega, owned by The Swatch Group, big franchise partnerships such as with James Bond and the Olympics have been key. Omega also outfitted the Apollo 11 astronauts with its Speedmaster timepieces. Hamilton, also owned by Swatch, made a watch exclusively for “Far Cry 6.” Hamilton has also appeared on the big screen in films like “Interstellar.” For Timex, collaborations with Netflix series “Stranger Things” and the nostalgic “Peanuts” brand have positioned the brand as a collectors item.