Overview
Viva, one of Bolivia's leading telecommunications providers, launched fiber internet services across the country and needed a bold, culturally resonant marketing campaign to make the moment land. They turned to Command Line to build something that had never been done before in Bolivia: a branded Fortnite experience rooted in the country's most iconic natural wonder, the Salar de Uyuni, the world's largest salt flat.
The result was a high-energy Fortnite game world that let players race across the salt flats in vehicles, battle for control points, and discover the real-world stories and landmarks of Bolivia hidden throughout the map. Viva used the experience as the centerpiece of a multimedia marketing campaign connecting the excitement of Fortnite with the speed and power of their new fiber internet service.
The Challenge
Launching a new telecommunications service in Bolivia required more than traditional advertising. Viva needed a campaign that would generate real excitement, demonstrate the power and speed of their fiber internet, and connect with a young, digitally-engaged Bolivian audience on their own terms.
The goal was to create something culturally specific, a celebration of Bolivia, while also building an experience that would drive engagement, generate social conversation, and serve as a memorable centerpiece for the Viva Fiber launch campaign.
The Experience
Command Line built a fully original Fortnite world inspired by the Salar de Uyuni and the broader landscape of Bolivia:
- Vehicle Racing Across the Salt Flats: Players spawn onto the iconic white expanse of the Salar de Uyuni and race across it in vehicles, capturing the visual drama and scale of one of Bolivia's most striking natural environments. The fast-paced vehicle gameplay was a natural metaphor for Viva's high-speed fiber internet service.
- Capture Point Combat: The core game loop centered on capturing and holding control points scattered across the map, creating constant movement, competitive tension, and replayable strategic gameplay.
- Real-World Points of Interest: Every major location on the map was inspired by an actual Bolivian landmark or cultural site. The Isla Incahuasi (the iconic cactus island at the center of the real salt flat), the bordering mountains, the flamingo flats, and other real-world locations were reimagined as Fortnite environments, each with hidden lore, Easter eggs, and educational details about the real place.
- Tourism Inspiration: The map was consciously designed to inspire curiosity about Bolivia. Players who discovered the lore and real-world references were invited to look up the actual locations, turning the game into a soft tourism ambassador for the country.
- Easter Eggs & Cultural Details: Throughout the map, Command Line embedded references to Bolivian history, geography, and culture, rewarding players who explored with discoveries that told Bolivia's story in Fortnite's visual language.
The Campaign
Viva integrated the Fortnite experience directly into their Fiber internet launch marketing. The campaign drew a direct line between the speed and power of the game, fast vehicles, responsive gameplay, a world-class experience, and the speed and power of Viva Fiber. Social media content, promotional materials, and advertising all drove players to the Fortnite map, creating a marketing funnel that used gaming as a premium brand touchpoint.
The campaign positioned Viva as a forward-thinking, culturally engaged brand, one willing to invest in creative, immersive experiences to connect with their audience rather than relying on traditional advertising alone.
Impact
- Culturally Resonant Marketing: The Bolivia-inspired world gave Bolivian players a moment of genuine national pride. Seeing their country's landscapes and landmarks recreated in Fortnite generated real emotional connection with the campaign.
- Tourism Advocacy: By weaving real-world Bolivian locations and lore into the game, the experience became an unexpected ambassador for Bolivian tourism, introducing international Fortnite players to destinations they may never have otherwise discovered.
- Fiber Launch Integration: The Fortnite experience gave Viva a memorable, shareable centerpiece for the Fiber launch, something genuinely different from the usual telecommunications marketing playbook.
- Social Engagement: The combination of competitive gameplay, real-world discovery, and cultural pride drove social sharing and conversation, extending the campaign's reach organically through player-generated content and community discussion.
