Vitaminwater sets up shop on Fortnite to promote zero-sugar products
The Coca-Cola owned brand dives deep into the metaverse / gaming platform in a fashion showdown challenge. The experience was created in partnership with gaming company PWR, WPP’s bespoke Open X unit and agency VMLY&R.
Vitaminwater is turning to Fortnite to showcase its zero-sugar lineup. The online gaming format is popular with young consumers and has been a key aspect of many marketers’ activations around the metaverse.
Consumers dropping into Vitaminwater’s experience are able to make their way through 50 rounds of gameplay inspired by various flavors of zero sugar. A competition centered around the island is set for later in the month, where consumers can play with actor and streamer Khleo Thomas and musician Princess Nokia.
The challenge is a fashion showdown where consumers have limited time to go through their digital lockers after a theme, based on one of the flavors, is announced. The winner is chosen by a final vote. The island and the digital challenge give consumers a unique way of interacting with the brand while also raising awareness of its zero-sugar products.
Full story at Marketing Dive.
