Key takeaways
HI-CHEW’s third Fortnite activation integrates branded hubs, mini-games, and collectibles as a part of a long-term gaming technique.
Influencers performed a central function, judging creator competitions and amplifying the marketing campaign’s credibility inside gaming tradition.
The marketing campaign extends past Fortnite via social challenges, making a reward loop that connects gameplay with model loyalty.
By leveraging influencers as judges and amplifiers, the marketing campaign bridges gaming fandom and model storytelling.
HI-CHEW has re-entered Fortnite for the third consecutive 12 months, demonstrating that its involvement in gaming is now not a novelty however a recurring a part of its advertising and marketing technique.
The sweet model has partnered with Epic Video games and Tremendous League to introduce a brand new wave of branded experiences inside Fortnite’s Artistic mode, cementing its presence in an area the place Gen Z and millennial audiences already spend their time.
This sustained funding displays a broader shift: manufacturers are now not treating gaming as a one-off experiment, however as an built-in cultural area the place long-term presence pays off.
The Chewbie-Dome as a Branded Hub
On the coronary heart of this activation is the Chewbie-Dome, a candy-colored hub designed to immerse gamers straight into the model universe. Inside this hub, gamers can discover three custom-built HI-CHEW mini-games—Climbers, Chewlet Grabbers, and Block Drop—every constructed to maximise interactivity whereas weaving in model id.
Alongside these new additions, HI-CHEW has additionally reimagined basic Fortnite mini-games with branded variations, making certain each novelty and familiarity. Mascot Chewbie performs a guiding function, underscoring how HI-CHEW has expanded its visible and character property into gaming, making certain that the marketing campaign doesn’t merely overlay branding however builds a coherent in-game world.
@hichewusa
this simply is likely to be the juiciest sport but… 🕹️play and chews your favourite with our all new video games for minigame field PVP created in @fortnite! stay now from 8/11 to 9/14 📍map code: 8532-9413-6963
♬ unique sound – HI-CHEW
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Influencer-Pushed Creator Competitors
Probably the most distinctive component of this 12 months’s marketing campaign is the creator competitors. HI-CHEW sponsored the first-ever brand-led Fortnite creator contest, inviting group mapmakers to design unique branded experiences.
So as to add credibility, three well-known Fortnite influencers—Birdo, Dagwummy, and ChitaZ—served as judges, making certain the competitors had cultural weight contained in the gaming ecosystem. The three profitable designs weren’t solely funded but in addition built-in into Fortnite, extending the marketing campaign’s affect past momentary model presence.
@birdotv
adShare this with somebody you’re gonna attempt the brand new HI-CHEW mini video games with! Use island code 8532-9413-6963 📷📷 #fortnite #fortnitecreative #hichew
♬ unique sound – Birdo – Birdo
This influencer-led judging panel illustrates a broader pattern: slightly than relying solely on company advertising and marketing voices, manufacturers are more and more utilizing influencer authority to validate activations inside gaming communities.
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Extending Play Via Social Challenges
HI-CHEW didn’t cease at in-game immersion. The model created an unlockable digital platform that tied collectively in-game and social media challenges over a 16-week span. Followers may earn factors by collaborating in duties, which have been redeemable for each digital gadgets and bodily rewards comparable to unique merchandise, sweet packs, and low cost codes.
This extension reveals how the model bridges digital and bodily spheres, deepening client engagement and rewarding loyalty throughout channels. By aligning its in-game quests with out-of-game participation, HI-CHEW blurred the traces between gameplay, fandom, and model consumption.
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Positioning within the Gaming Financial system
This activation indicators HI-CHEW’s recognition of gaming as a cultural engine, not only a advertising and marketing platform. The model’s use of influencers as each judges and amplifiers demonstrates how credibility in gaming relies on genuine group figures, not top-down messaging.
In the meantime, the mixture of branded play, creator-driven content material, and reward programs highlights how HI-CHEW is setting up a layered presence that outlasts short-term promotions. By assembly its viewers inside Fortnite, the model builds long-term fairness with digital-native customers who more and more count on manufacturers to indicate up of their cultural areas—not merely in retail aisles.
