Dignitas and ExtraMile will end Fortnite roadtrip at LCS opener

Dignitas turned a gas station brand into a Fortnite roadtrip side quest that ends at LCS opening weekend, which is either genius or beautifully unhinged.

The basic play

• Dignitas teamed up with ExtraMile for a branded roadtrip campaign.
• The whole thing blends content creation, in-person fan stuff, and a big esports moment.
• Fortnite is the main character here, not an afterthought.

The roadtrip setup

• The journey kicks off in Phoenix and rolls west toward Los Angeles.
• Along the way, creators pull up at select ExtraMile stores.
• Stops hit places like Flagstaff and Las Vegas, with detours near the Grand Canyon and Zion.

Who is in the car

• Top Fortnite creators from Dignitas are doing daily content the entire trip.
• The format is very much creators first, brand second.
• Think travel chaos, creator energy, and lots of cameras on.

Where it all ends

• The final stop is the Riot Games Arena in Los Angeles.
• The timing lines up with the opening weekend of the League of Legends Championship Series.
• LCS Opening Week runs from January 24 to 25 and is presented by Mastercard.

The fan-facing moment

• Dignitas and ExtraMile are hosting a free tailgate at the arena.
• Fans get interactive experiences, snacks, and meet-and-greets with players.
• No paywall vibes, just show up and hang out.

After the miles are done

• Once the roadtrip wraps, all the talent links back up online.
• A live Twitch stream premieres the final edited video series.
• Creators react in real time and break down what actually went down behind the scenes.

Why Dignitas is into this

• Jake Clements framed it as community-first rather than pure sponsor activation.
• The pitch is about giving fans memorable experiences, not just watching ads.
• ExtraMile’s customer-focused angle is treated as a clean fit.

ExtraMile’s angle

• Rob Falciani pointed to connecting with gaming communities in the Southwest and Los Angeles.
• The activation is positioned as customer-first instead of trend chasing.
• This is very much a regional play with a gaming twist.

The bigger strategy

• This campaign fits Dignitas’ push to merge digital esports content with physical fan moments.
• That approach sits under its parent company, New Meta Entertainment.
• Dignitas also lives inside the larger portfolio of Harris Blitzer Sports & Entertainment.

Why ExtraMile cares

• ExtraMile operates more than 1,100 locations across the United States.
• The brand is a joint venture between Chevron and Jackson's Food Stores.
• This campaign zeroes in on a gaming-heavy demographic across the southwestern US.