Unless you’ve had your head in a freezer for the last few months, you’re probably aware of the mega-hit game Fortnite. With more than 200 million players, 45% of whom are under 25, it should be a goldmine for brands. Except most of them haven’t been able to find a way in that doesn’t irritate gamers.
When Fortnite announced a new event called Food Fight, between team pizza and team burger, Wendy’s and its agency VMLY&R saw an opening. Especially since team burger stored its beef patties in freezers. Wendy’s takes great pride in the fact that it never uses frozen beef. So it created a character that looked like a badass version of Wendy and dropped her into the game, where she started finding and destroying freezers. The gaming community noticed, approved and even began to join in. The initiative won the Social & Influencer Grand Prix at Cannes.