Debbi Vandeven
Global Chief Creative Officer at VML, Kansas City
Kansas City, United States
TitleKeeping fortnite fresh
Agency
Campaign Keeping fortnite fresh
Advertiser Wendy's
Brand Wendy's
Date of First Broadcast/Publication
Business Sector Restaurants & Fast Food
Story To reach our audience in a way distinct from our category competitors, we decided to go beyond reaching it as the brand advertiser it would expect. So we entered the world of Fortnite as a player — as co-creator of culture, a gamer and an 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 to play, we decided to just play.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 the game Fortnite to promote Wendy’s brand messaging.
Media Type Digital
Length
PR Agency
Global Chief Creative Officer
Chief Creative Officer
Executive Creative Director
Executive Creative Director
Chief Client Officer
Creative Director
Group Director, Client Engagement
Supervisor, Client Engagement
Associate Director, Conversation Design
Director, Connections & Social Strategy
Analyst, Strategy & Insights
Senior Art Director
Account Manager
Supervisor, Client Engagement
Associate Creative Director
Associate Analyst, Strategy & Insights
Associate Connections Manager
Senior Channel Manager
Senior Art Director
Senior Campaign Program Manager
Campaign Program Manager
Senior Copywriter
Assistant Account Manager
Art Director
Senior Director, Media & Partnerships
Social Strategist
VP, Senior Media Specialist

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