To reach our audience in a way distinct from our category competitors, we decided to go beyond the expected brand advertiser role. We entered the world of Fortnite as a player — as co-creator of culture, gamer and entertainer. Other brands have attempted to reach this audience by placing in-game logos or billboards, but we went beyond traditional advertisement. Rather than pay our way in, we decided to play our way in.
We blurred the line between brand and influencer, playing Fortnite as Wendy’s and streaming it live on Twitch to immerse ourselves in this audience’s world as both player and brand. In short, our idea was to use Fortnite to promote Wendy’s brand messaging.