The esports organisation Dignitas has entered a collaboration with the convenience store chain ExtraMile to launch a branded roadtrip campaign. The activation is designed to blend content creation, real-world fan engagement, and a major esports event, focusing on the Fortnite community. The campaign centres on a journey from Phoenix to Los Angeles, culminating in a fan event during the opening weekend of the League of Legends Championship Series (LCS).
The initiative will involve top Fortnite creators from Dignitas producing daily content during the roadtrip. Stops will include select ExtraMile store locations in cities such as Flagstaff, Las Vegas, and near national parks like the Grand Canyon and Zion. The final destination is the Riot Games Arena in Los Angeles. There, on the LCS Opening Week (presented by Mastercard on Jan 24-25), the partners will host a free tailgate offering interactive experiences, snacks, and meet-and-greets with players.
Following the physical journey, all participating talent will reconvene for a live Twitch stream to premiere and react to the final edited video series, providing a behind-the-scenes look at the project.
Executives from both companies linked the partnership to a shared focus on community and experience. “We’re excited to work with ExtraMile to bring fans unforgettable, community-first experiences,” said Jake Clements, VP of Partnerships at Dignitas. “Their focus on customer experience aligns so well with our initiatives of providing premier gaming opportunities to our fans.”
Rob Falciani, Director of Marketing at ExtraMile, stated, “ExtraMile is proud to collaborate with Dignitas to connect with gaming communities across the Southwest and in Los Angeles. This activation reflects our effort to always put customers first.”
According to a press release, The campaign represents a continued strategy by Dignitas, under its parent company New Meta Entertainment, Inc., to secure partnerships that bridge digital esports content with physical fan experiences. Dignitas is part of a wider sports and entertainment portfolio via its ownership by Harris Blitzer Sports & Entertainment, which also holds stakes in professional teams like the Philadelphia 76ers and the Washington Commanders. For ExtraMile, a joint venture between Chevron and Jacksons Food Stores with over 1,100 locations, the activation is a targeted move to engage with a gaming-focused demographic across its southwestern US footprint.
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