Ax touches the notorious Fortnite Streamer to design the ‘Mistaverse’ within the sport

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Briefly about diving:

  • Ax has teamed up with one of Fortnite’s top content creators to design a custom island in online shooters, according to information shared with Marketing Dive. Atlas Creative Studios took part in the action, which is broadcast live today (June 15).
  • The concept was inspired by social conversations about how an item in the game, a healing spray called Med Mist, is reminiscent of Ax Body Spray. Following that lead, the grooming brand Unilever has teamed up with streamer Kyle “Bugha” Giersdorf to build “Mistaverse,” a virtual plot.
  • On Mistaverse Island, visitors can take part in Fortnite activities such as playing flag shooting, collecting Med Mist cans with various bonuses and discovering various Easter eggs. Activation shows how Ax relies on the established creator’s ingenuity – and large audience – to give his strategy more credibility.

Diving overview:

Ax has a little fun with the madness for the metaverse with his custom Fortnite Island. The brand probably felt the game was well-suited to its audience through insights into social listening that revealed existing conversations that equated fans ’favorite subject with their own products. Gaming – and especially Fortnite – is also dominant among the teenage male crowd that Unilever retailers care about.

Mistaverse was not developed or approved by Fortnite developer Epic Games, which is a change in the way some brands approach the multiplayer title. Instead, Ax has teamed up with renowned streamer and esports professional to design the space, explaining how retailers are increasingly relying on creators to launch experiences that are read as authentic. Bugha won the inaugural World Cup in Fortnite in 2019, winning a $ 3 million prize, and currently has over 25 million followers on social media.

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Ax sprinkled various activities and secrets around Mistaverse to try to make the island more attractive and potentially encourage revisits. Easter eggs include Jolly Roger who seems to be nodding his head at the anime and the manga series “One Piece”; a rocket sticker with the text “To the moooon” referring to a popular term in the cryptocurrency community; and a tired-looking deodorant canister labeled “Mold Spice,” an obvious advantage to Old Spice’s top competitor.

Fortnite effort is part of Unilever’s game development strategy. The packaged goods giant is managing a Uplay unit that has stepped up operations since the start of the pandemic, which is a catalyst for accelerated game adoption. Uplay is trying to link game concepts such as microtransactions and digital avatars – both common in Fortnite – with e-commerce initiatives, another channel that exploded during the health crisis.

“We look at the games as a center of community, culture and commerce,” said Willem Dinger, global sponsorship director at Unilever, at the Interactive Advertising Bureau for Games event in April.

Marketers are also increasingly seeing games as a key part of Metaverse, although Ax is reluctant to explicitly charge Mistaverse as such. While the better realized metaverse is still a long way off, online platforms like Fortnite and Roblox continue to attract the most brand attention. Last week, Timberland unveiled a custom Fortnite island equipped with a virtual iteration of its real-world design lab and a number of biomes that users can explore while carrying experimental Metaboots. The outdoor clothing brand has partnered with Epic Pushing Games.

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