Thu, 23 Jan 2020 14:25:18 GMT
1. The force is strong with Fortnite.
For Fortnite, its biggest challenge is to maintain its ‘game as a service’ strategy, by releasing new creative content regularly to ensure the retention of its players. For Disney, its challenge is to communicate the ‘Star Wars: The Rise of the Skywalker’ launch, in an eventful way through a relevant activation towards its audience.
An exclusive and unprecedented in-game event took place in Fortnite, featuring Star Wars.The in-game event started with a flying Millennium Falcon being chased by tie-fighters which later landed. A Fortnite version of J.J. Abrams, a Keighley hologram, and a Stormtrooper came out from the spaceship and were visible on stage. A small ‘interview’ took place with the protagonists asking the players what their favourite emotes are while spending time joking with them.
The players were allowed to choose which scene from Star Wars: The Rise of Skywalkers they wanted to be able to discover at a world premiere – players could vote by going onto coloured areas in the game. The scene which won was the 'Jedi Mind Trick' scene in which Rey, Finn, and Poe sneaked aboard a First Order ship and Rey outwitted two Stormtroopers with a Jedi ghost trick. Then a screen appeared to ask players' what their favourite lightsaber colours are (using the same voting system). The event ended with players opening a box, unlocking in-game lightsabers while the Emperor’s voice warned them of the ‘Day of the Sith’.
What do we Think?
This event shows Epic Games' willingness to always find new ways to promote cultural goods within the game. Fortnite is well known for collaborating with other brands, along with its ‘game as a service’ strategy, but this collaboration showed some new and interesting features.
Fortnite has shown us a new way to promote a movie, by broadcasting exclusive sequences right into the game. Also, even if it is not the first time, it is important to mention that the event was able to interact with the players by asking them for their favourite emote or by allowing them to choose the sequence of the movie they could watch and then the colour of their lightsabers. Even if there were many technical issues with servers to enable so many gamers to attend the in-game event, we had to remember two words of this event it would be: exclusivity and interactivity, as they are key factors in building memorable in-game events for players.
2. A pharmaceutical brand plays with gaming codes to reach a male audience...
For Apotek Hjärtat, the challenge is to raise awareness for the brand toward a mostly young and male target audience.
Apotek approached Steam, so they can help gamers take care of their in-real-life skin.
Gamers just had to add the brand as a friend and ask for an exchange. Then after trading a skin with the brand, they were registered to receive skincare products directly in their mailbox.
The skincare items in question hail from the Spot Stop line. They include face wash, toner, moisturiser, spot treatment cream, facial masks, and cover-up; everything gamers need to stay stream-ready.
The campaign was running on YouTube, Instagram, and Twitch and had an activation during the esport event 'Dreamhack Winter 2019' that took place in Sweden.
What do we think -
This brand activation is exciting because not many beauty brands have entered the video game and esports market, yet here, Apotek came to both markets in a single activation. It shows us that the brand has fully understood the stakes and habits of gamers by setting up a simple and efficient activation, adapted to their needs and behaviours.
3. Metropolitan Films invites spectators of 'Knives Out' to investigate on Instagram
Categories: Gaming, Sports and LeisureBiborg, Thu, 23 Jan 2020 14:25:18 GMT