The brief
PUMA's marketing team wanted a Fortnite experience tied to LaMelo Ball and the MB.04 sneaker line. The goal was gameplay that felt like LaMelo, not a map with logos on it.
Command Line built "Tilted Zone Wars," a Zone Wars experience set in a custom environment designed around LaMelo's personality and PUMA's visual identity. The brand is in the architecture, the color palette, and the interactive elements. Players don't see sponsored banners. They play inside the world.
How it was built
The experience ran across multiple seasons, each tied to a different MB.04 colorway: LaFrance, 1Love, HEEM, and Phoenix. Each season refreshed the map's look and gameplay to match the sneaker drop.
Command Line built custom game mechanics around the basketball and LaMelo theme. The mechanics were designed to be fun for Fortnite players whether or not they follow basketball. PUMA sneakers also became available as cosmetics in the Fortnite Item Shop, making this one of the few UEFN projects where the custom island and official item shop ran side by side.
The promotion
SypherPK ran paid TikTok promotions sending viewers to play the map and share results through the Command Line Discord for a chance at MB.04 sneakers. Epic Games selected the experience as a Fortnite Pick in October 2024, putting it on the Discover page for the platform's global audience.
Results
- 86.6 million impressions across the activation
- 526,358 clicks
- 163,733 plays
- 144,384 unique players
- Selected as a Fortnite Pick by Epic Games
