Expanding its association with Fortnite, HI-CHEW enters into collaborations with prominent influencers
In a bid to connect with digital-native consumers, HI-CHEW, the popular candy brand, has made a significant move by setting up shop inside the popular video game Fortnite. This strategic move allows HI-CHEW to build long-term equity with a demographic that increasingly expects brands to show up in their cultural spaces, not just retail aisles.
The campaign, aptly named the HI-CHEW Fortnite Creator Contest, saw participants earning points by engaging in tasks. These points could be redeemed for a variety of rewards, including digital items, exclusive merchandise, candy packs, and discount codes.
The brand's recognition of gaming as a cultural engine, not just a marketing platform, is evident in its use of influencers as both judges and amplifiers. This approach underscores the importance of authentic community figures in establishing credibility in gaming, rather than relying on top-down messaging.
Three Fortnite influencers, Birdo, Dagwummy, and ChitaZ, served as judges in the contest. The impact of this campaign extends beyond temporary brand presence, with the three winning designs from the contest being funded and integrated into Fortnite.
The Chewbie-Dome, a candy-colored hub within Fortnite, immerses players into the HI-CHEW brand universe. Inside the Chewbie-Dome, players can enjoy three custom-built HI-CHEW mini-games: Climbers, Chewlet Grabbers, and Block Drop. These games are classic Fortnite mini-games reimagined with branded variations.
HI-CHEW has also created an unlockable digital platform that ties together in-game and social media challenges over a 16-week span. This extends the campaign beyond Fortnite, creating a reward loop that connects gameplay with brand loyalty.
The partnership between HI-CHEW, Epic Games, and Super League marks HI-CHEW's third consecutive year in Fortnite, demonstrating its recurring involvement in gaming. Mascot Chewbie plays a guiding role in the Chewbie-Dome, highlighting HI-CHEW's expansion of visual and character assets into gaming.
The combination of branded play, creator-driven content, and reward systems highlights how HI-CHEW is constructing a layered presence that outlasts short-term promotions. This strategic move by HI-CHEW showcases a forward-thinking approach to branding and marketing in the digital age.
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