Fortnite: The Ultimate Playground for Brands and Gamers
Thereās a war going on, and itās not just between the players. Itās a war for attention, for loyalty, for hearts and minds.Ā Itās a war that brands are waging on the virtual battleground of Fortnite, the colossus of
gaming that has captivated millions of fans across the globe. Ā In this article, I reveal the secrets of Fortnite advertising, the psychology behind its appeal, the tactics employed by savvy marketers, and the fine line between enchantment and annoyance. To
understand the allure of Fortnite advertising, we must first grasp what draws us to the game itself. Video games are more than just entertainment; they are a form of escapism, a way to transcend the mundane realities of everyday life. They stimulate our senses, challenge our intellect, soothe our nerves, and reward our efforts. They also foster social bonds, allowing us to interact with others who share our passions and interests. Fortnite taps into this emotional and cognitive cocktail, creating a rich and immersive world that invites us to explore, create, and compete. It also offers us a sense of identity, allowing us to customize our avatars and express our personalities. Fortnite is not just a game; itās a lifestyle. As Fortnite grows in popularity, so does its potential as
a platform for advertising. What makes gaming an ideal medium for marketers? Itās the inherent connection that gamers have with the products or services featured within the game. Unlike traditional advertising methods that rely on passive exposure, gaming advertisements engage an audience that is already interested in the product. In other words, gamers are a receptive demographic, actively seeking out branded content. But success in gaming advertising is not guaranteed. Fortniteās diverse and discerning community demands a tailored approach. Marketers must craft content that resonates with the gaming culture, forging authentic connections that go beyond the superficial. The Tools of the Trade: How Fortnite Ads Work and How You Can Be Part of It
Too To appreciate the intricacies of Fortnite advertising, we must examine its various forms. Brands have a range of options to choose from, including: In-Game Ads: These ads blend seamlessly into the gaming environment, immersing players in the brand experience. For example,
Warner Bros. promoted its movie Tenet by featuring its trailer on in-game screens. Similarly, Samsung showcased its Galaxy Note 9 by sponsoring an exclusive skin for players who bought the device. Sponsorships: These ads involve partnering with individual players and content creators, allowing for genuine endorsements within the gaming world. For instance, Red Bull sponsored Ninja, one of
the most popular Fortnite streamers. Likewise, Adidas collaborated with Tyler āNinjaā Blevins to launch his own sneaker line. Branded Events and Live Experiences: These ads provide opportunities for brands to showcase their products or services in unique and memorable ways. For example, Marvel teamed up with Fortnite to create an Avengers-themed event that allowed players to wield iconic
weapons from the franchise. Similarly, Travis Scott performed a virtual concert in Fortnite that attracted over 12 million viewers. In-Game Items and Rewards: These ads involve sponsoring in-game items or rewards, incentivizing player engagement and loyalty. For example, KFC gave away free chicken wings to players who found its hidden Colonel Sanders statue in Fortnite. Likewise, Wendyās
rewarded players who destroyed freezers in Fortnite as part of its #FreezerRebellion campaign. Pre-Game Ads: These ads appear before matches begin, offering a more conventional advertising experience. For example, Gillette featured its razors in pre-game ads that targeted male players. Similarly, Coca-Cola displayed its logo in pre-game ads that targeted female players. Itās crucial to note that while pre-game ads may have their place, they risk feeling less immersive and personal compared to in-game ads. According to expert Jose Eshkenazi Smeke, āThese ads are meant for a much shorter timeframe and arenāt as likely to resonate with the audience as other forms of advertising.ā The Balance of Power: How Brands Navigate the Tension Between Immersion and Intrusion While Fortnite advertising offers many benefits for brands, it also poses some challenges. One of the main challenges is finding the right balance between immersion and intrusion. Gamers want to be immersed in the game world, but they donāt want to be bombarded with
ads that disrupt their experience. Brands must respect gamersā preferences and expectations, avoiding overexposure and backlash. One way to achieve this balance is by offering value to gamers. Brands can do this by providing relevant content that enhances their gameplay or rewards their participation. Another way is by involving gamers in the creative process, allowing them to co-create or
influence the content. This way, brands can foster a sense of ownership and loyalty among gamers. Fortnite advertising is a complex and fascinating phenomenon, one that reflects the changing dynamics of consumer behavior and media consumption. Brands that master the art of selling in this realm can reap the rewards of reaching a massive and loyal audience. But they must also be mindful of
the risks of alienating or annoying gamers who value their autonomy and agency. Fortnite advertising is not a one-way street; itās a dialogue, a relationship, a game. Ā
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All the news Ā you need today,Ā in a formatĀ that isn't TL:DR summarizedĀ for theĀ busy executive.
š InMobi, a major player in content, monetization, and marketing tech, has just partnered with Ad Net Zero, the climate action program on a mission to greenify the advertising industry! š± This collaboration mirrors InMobi's unwavering commitment to sustainability, aligning with Ad Net Zero's quest to transform advertising by going
green in ad production, distribution, and publication. š The advertising world is realizing the urgency of environmental issues, with internet emissions surpassing aviation, and one million ad impressions equating to 2.4 million plastic straws! š” InMobi, being a leader in ad tech, understands the importance of sustainability and is taking action. By teaming up with Ad Net Zero, InMobi embarks on a journey to reduce advertising's carbon footprint, from operations to behavioral change. š InMobi
backs its words with actions, boasting carbon neutrality in its InMobi Exchange powered by Microsoft Azure and impressive emission reduction metrics. š This partnership signals a greener future for advertising, and as Kunal Nagpal, Chief Business Officer at InMobi, says, "We are steadfast in our commitment to minimizing our environmental impact while advancing the power of advertising." šæā»ļø #Sustainability #GreenAdvertising
š¬š Pinterest takes a page from Netflix's playbook and drops a binge-worthy release of new features! šæ Get ready for a Q4 holiday season treat with fresh ad formats, including Premier Spotlight now available on search and home feed, Showcase ads for interactive content previews, and Quiz ads for personalized engagement. š These formats are up for grabs in several countries. š Pinterest also gifts Business Managers with five new
features, audience sharing, and enhanced dashboards. Plus, get ready for Creative Studio's lifestyle image generator and a cool collage feature for showcasing ideas. šø And for the shopping spree, Pinterest adds direct links and integrates with Salesforce Commerce Cloud and Adobe Commerce apps. š Time to stretch after this feature-packed binge! š« #PinterestUpdates #BingeWorthyFeatures
Ā š Media buyers are bullish on the growth of retail media networks (RMNs) this year, but there's a glaring disconnect with the challenges faced. In a survey by the Interactive Advertising Bureau (IAB), 69% of RMN ad buyers complain about complexity in the buying process, while 62% gripe about the lack of measurement standards. Only 12% are very satisfied with RMN partner relationships. The IAB and Media
Rating Council (MRC) aim to bridge this gap by defining common metrics and standards for consistent measurement, promoting transparency and confidence in RMN investments. Despite the hurdles, RMN spending is set to grow by 11% YoY in 2023, with a 20% jump from some buyers reallocating funds from digital and traditional platforms. The goal? Reach new audiences, leverage retailer data, and boost performance. RMNs must streamline their measurement tools to simplify the buying process, but progress
is underway with self-service and managed-service platforms. šš¼ #RetailMediaNetworks #MediaBuyingChallenges
TikTok, the app that lets you watch people dance š, lip-sync š¤, and do other things that make you question your life choices š¤, has launched a Shop feature šļø that lets you buy stuff from them too. Now you can browse through products, reviews š, and ads šŗ while you watch your favorite creators š and wonder how they make
money š°. TikTok also wants to compete with Amazon and Walmart by offering its own logistics solution š, which sounds ambitious š but hey, anything is possible in 2023! Meanwhile, LinkedIn, the app that lets you watch people brag š¼, network š¤, and do other things that make you question your career choices š¤·, has added a Brand Partnerships library š that lets you see who is working with whom š and how much they are getting paid šµ. This could be useful for research š§, inspiration āØ, or
envy š, depending on your mood. So go ahead and check out these new features, because you know you want to! š²š« Ā The partnership between ZoomInfo and The Trade Desk is a significant development for B2B media buyers. ZoomInfo's "MarketingOS" account-based marketing tool, combined with The
Trade Desk's ad platform, opens up programmatic reach for brands looking to advertise in business publications. This integration allows MarketingOS clients to participate in real-time ad auctions and access inventory, giving them the ability to programmatically deliver a range of ad formats. This collaboration is expected to empower B2B brands to expand their audience reach and explore new avenues for customer acquisition. With the availability of programmatically purchased inventory,
including connected TV, B2B marketers now have more flexibility in planning and executing their campaigns. It's a promising move that aligns with the evolving needs of the B2B advertising landscape. Ā The NFL's got game, both on and off the field! šš„ In a clever move to win over younger fans and maximize
its digital presence, the league has teamed up with content creators and influencers to craft engaging social media content using officially approved NFL footage. This groundbreaking collaboration not only brings fresh, fan-centric content to platforms like YouTube but also allows creators to monetize their videos with the NFL's blessing. It's a touchdown for both sides, as the NFL aims to stay relevant in the creator economy while reaching out to a broader, more diverse audience. With
the ongoing Hollywood strike, the NFL's live TV prowess shines even brighter, making it a magnet for marketers seeking a consistent source of engaged viewers. šŗš¢š #NFL #ContentCreators #TouchdownMarketing
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Nandini Jammi: The Woman Who Cost Breitbart 90% of Its Ad Revenue and Exposed Pubmaticās Support for Hate Speech and
Disinformation Nandini Jammi is not your typical activist. She doesnāt march on the streets, hold up signs, or chant slogans. She doesnāt even have a catchy name for her cause. She just has a laptop, a Twitter account, and a mission: to stop the flow of money from advertisers to
publishers of hate speech and disinformation. Jammi is the co-founder of Check My Ads, a non-profit organization that helps brands regain control of their ad placements and avoid funding bad faith publishers. She is also the co-founder of Sleeping Giants, a grassroots movement that exposed how thousands of advertisers were unwittingly supporting Breitbart News, a far-right website that promotes white nationalism, misogyny, and
conspiracy theories. READ FULL ARTICLE
EMILIE COTTER TAKES THE HELM AS AUDIāS CHIEF MARKETING OFFICER In a pivotal move signaling Audi of Americaās
determination to navigate the ever-evolving automotive landscape, the luxury automaker announced the establishment of a groundbreaking brand marketing team. Leading this visionary endeavor is the seasoned Emilie Cotter, who has been appointed as the Head of Brand Marketing and Communications, holding the esteemed title of Chief Marketing Officer. This strategic restructuring is set to harness the power of integration, aligning
brand strategy, marketing efforts, and external communications with a singular aim: to accelerate growth and propel consumers toward an electrifying automotive future. READ FULL HIRING ARTICLE
METAVERSE MIRAGE OR DIGITAL DESTINY? THE GREAT UNVEILING In a world where trends come and go like fleeting neon lights on a nighttime boulevard, the metaverse has emerged as a captivating
enigma, oscillating between exuberant optimism and skeptical scrutiny. However, a newly published report from Market.us dares to defy conventional wisdom, painting a compelling picture of the future. This report, akin to a guiding torch through the digital labyrinth, boldly predicts that the metaverse will experience an annual growth rate exceeding 40 percent, transforming its current $64 billion value into a staggering $2.3 trillion by 2023. Such a forecast evokes the excitement of prospectors
seeking gold in uncharted territories. Yet, amidst this fervor, there are whispers of doubt from some quarters, dismissing the metaverse as a relic of past buzzwords. The central question that lingers, akin to an insistent itch, is whether these conflicting narratives reflect diverse interpretations of a complex fusion of gaming and interactive experiences. READ THE ARTICLE
DECODING THE DISRUPTION: WILL AI UNRAVEL INFLUENCER MARKETING? The winds of change are rustling through the world of influencers once again, echoing the cadence of evolution. The ascent
of Artificial Intelligence (AI) has unfurled a new chapter in the narrative of influencer marketing, plunging both creators and consumers into a quest to comprehend the imminent transformation. An era marked by generative AI tools, exemplified by the likes of ChatGPT, is poised to redefine the contours of influence, leaving us to grapple with the implications of this paradigm shift. READ MORE
SCHILLERāS SHOWTIME: A MEDIA MAVERICKāS INSIGHTS UNVEILED As we sat down with the media maverick himself, it quickly became evident that Schillerās sharp wit and encyclopedic knowledge of the industry were a
match made in heaven. We had wanted this interview for a while. Why? He can effortlessly traverse the complexities of digital media, technology, data, and monetization while vividly portraying the future of advertising and media consumption. I only wish I had asked more and better questions. In our first tĆŖte-Ć -tĆŖte, we explored Schillerās insights into the evolution of technology and its impact on the media industry. āTechnological innovation is the catalyst for change,ā Schiller remarked with a knowing smile. āIn the entertainment and media business, weāve witnessed how technology has consistently unlocked new consumer behaviors since the dawn of media. The problem, however, is that our industry often moves at the speed of a snail on vacation. We saw it with the advent of streaming, from the Napster days to YouTube. Ever tried doing something
different, and people around you are like, āWow, why are you doing that? Can you say āstreaming videoā?ā READ MORE OF THIS INTERVIEW
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