Dive Brief:
- Jo Malone London, an Estée Lauder Companies brand, is leveraging a popular “Fortnite” map to support the launch of its new Sea Salt & Bergamot Cologne in its first gaming activation, according to information shared with Marketing Dive.
- Until Aug. 24, players will be able to explore a British coast-inspired world within Minigame Box PvP, a creator-made island. The in-game experience is accompanied by a campaign featuring gaming creators, livestreams and a social content series on Instagram, TikTok and “Fortnite.”
- The game allows the fragrance company to reach an audience of young players. It is meant to connect with consumers who may not encounter the brand on more traditional social media platforms.
Dive Insight:
Jo Malone is taking a different approach to activating on “Fortnite” as it dips its toes into in-game marketing. Instead of building a whole new space, or “island” as it's called in the immensely popular online game, the brand is setting up shop in a prebuilt map.
Minigame Box PvP, which was developed by “Fortnite” creators Birdo and Dagwummy using Unreal Editor For Fortnite, has 3.6 million favorites and 7.6 billion minutes played. Jo Malone London worked with Chartis, a user-generated games and media company, to develop a limited-time game that is meant to portray the “spirit” of the Sea Salt & Bergamot scent digitally. Players can access the island using the code 8532-9413-6963.
Marketers have increasingly turned to online sandbox games like “Roblox” and “Fortnite” to reach young consumers. Other beauty brands, including E.l.f. Cosmetics, have already embraced the customizable, interactive nature of the platforms to develop inroads with key consumers groups.
The Jo Malone activation is part of a larger industry shift that has seen marketers place a larger importance on video games due to the medium’s largely untapped audience. New technology and offerings from game companies have made it easier than ever to integrate into popular titles.
The nature of many of the top online sandbox platforms allows brands to work directly with creators. However, this hasn’t been without its challenges. In June, “Roblox” introduced Brand Link, a directory of creator-made experiences meant to streamline brand integrations and ensure activations meet Roblox’s compliance and measurement standards. The game, which is known for having a younger user base, has faced scrutiny over its advertising practices in the past and is currently being investigated by the Senate Judiciary Subcommittee on Crime and Counterterrorism over child safety concerns.
The Estée Lauder Companies Inc. saw net sales increase 5% year over year for the quarter ended March 31, according to an earnings release. Fragrance saw 10% sales growth during the same time period.
