Overwolf Ads announced that its “Nobody 2” campaign, developed with EssenceMediacom and Sawhorse, has been named a finalist in the Best Entertainment Campaign category at the ThinkLA Idea Awards. The campaign leveraged Overwolf’s gaming platform, which reaches 113 million monthly PC gamers worldwide, to embed a fully bespoke NPC of Bob Odenkirk’s character Hutch Mansell into Fortnite’s Speed Realistics 2v2 map. Custom voice lines, film‑derived cosmetics, and in‑lobby posters created an immersive experience that felt like the movie itself rather than a traditional ad placement.

Key performance metrics include over 25 million NPC impressions, more than one million players engaging with branded cosmetics, and an average engagement time of 27 minutes. These results demonstrate the effectiveness of integrating cinematic content directly into a popular gaming environment to reach the 25‑34 year‑old gamer demographic, who are statistically more likely to visit cinemas and watch action films.

The initiative showcases Overwolf’s ability to blend interactive technology with brand storytelling, positioning the platform as a leading partner for advertisers seeking high‑impact, data‑driven campaigns across major titles. Winners of the ThinkLA Idea Awards will be announced at the gala on June 17, with Overwolf’s team anticipating recognition for their innovative approach.