Alienware have just launched their latest Fortnite Creative experience designed by Atlas Studios called Defy City. To our knowledge, it is the first Brand Integration that has been created with a story driven approach. Furthermore, Alienware are investing heavily into this Creative experience as there will be numerous updates, changes and evolutions within the game over the coming months to keep the story-line going. Think Fortnite BR - a fun game which has an underlying story each season.
The initial launch of the map has been labelled "Season One: Episode 1" so expect further iterations in the future. This approach is unique and exciting as it gives the players a chance to really get absorbed in the lore of the Alienware brand without feeling as though they're being advertised too. Almost a subliminal marketing approach, one in which could create a greater impact in the long term for Alienware to convert these players into customers of their various products in the future.
Other brands thinking to enter the Fortnite Creative metaverse should take notes from this experience and its softer advertising approach. Focus more on the game play, long term experience and building memories for the players rather than a quick one and done experience that's played for the hype and then forgotten about a few days later.
Jump in and try out the game here.
If you're interested in getting your brand into the world of Fortnite, simply reach out to us today and you'll be one step closer to doing so!
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