„Elden Fake News” is a single-channel campaign, however it tapped into complex gaming communities, and reached its audience in real time, on a gaming platform – and with a powerful and emotional brand story it provided them the opportunity to get involved directly, while significantly improved their gaming experience in the "Elden Ring" game – and created awareness about the negative effects of fake news.

In recent years it has become harder and harder to tackle the dangerous world of fake news. These fake news have a negative effect on our societies and destroying economies and businesses, too.

Budapest Business Journal wanted to educate the next generation of decision-makers and business men about the problem of fake-news, and the importance of fact-checking.

We launched a campaign to raise awareness about the dangers of fake news, and to emphasize the importance of fact-checking when it comes to media consumption.

Elden Ring is a well-known game with millions of users. It provided a perfect platform to address younger people, and make them realize the dangers of fake-news in an immersive in-game experience.

The game allows players to leave messages on the ground thus helping others to find hidden paths.

However, this feature creates opportunity for the trolls to deceit the community, making players lose important items in one of the toughest games ever made.

That’s why we invited popular gamers and streamers to fact-check information within the game, so they can alert other players to avoid the most popular fake messages left behind – and improve their gaming experience!

BBJ – being one of the most trusted and informed business magazines in Eastern Europe – targeted the next-generation of decision-makers and businessmen on a gaming platform they are most familiar with: the Elden Ring Game.

We invited popular gamers and streamers that by playing they fact-check information within the game, so they can alert other players to avoid the most popular fake messages left behind.

The streamers were playing the game for a couple of hours every day, for 2 weeks. Their followers can watch their play real-time. However, their playing were recorded and shared in social media channels as well.

The campaign was a huge success in the gaming community; due to the influencers who contributed to testing the game, millions have been reached and played with the game, and experienced the negative effects of fake news.

”Elden Fake News” is the most successful Budapest Business Journal campaign ever.

427% increase in traffic to the Budapest Business Journal website.

314% growth in consideration amongst young adults.

N/A