Dive Brief:  

• Hi-Chew is making its third consecutive appearance in Fortnite through a branded Chewbie-Dome hub that includes three branded minigames and the takeover of two other classic games, according to a press release.
• The campaign, available through Sept. 14, also includes an “unlockable site” where consumers can complete up to 12 in-game and social media challenges in exchange for points that can be redeemed for entries into a raffle offering digital and physical prizes. 
• A competition inviting top Fortnite map creators to design a Hi-Chew x Fortnite experience produced three winners, who were granted funding to bring the maps to life on Fortnite. Designs were judged by creators and influencers Birdo, Dagwummy and ChitaZ.

Dive Insight:

Hi-Chew’s third consecutive activation on Fortnite continues its strategy of appealing to the Gen Z and millennial consumers who have helped propel the fruit candy to success. Specifically, the creator competition tied to the effort is a way to demonstrate how Hi-Chew understands its fans by opening new doors for connection, according to a statement from Teruhiro Kawabe, chief representative for the USA and president and CEO of Hi-Chew distributor Morinaga America. The effort, Kawabe said, is a way to create “experiences that go beyond the candy aisle.”

From now through Sept. 14, players on Fortnite’s Minigame Box PVP Island can enter the Chewbie-Dome, billed as a candy-colored hub, to experience three Hi-Chew-branded minigames: Climbers, Chewlet Grabbers and Block Drop. In each, users are taken through challenges to collect Hi-Chew Coins and earn exclusive in-game items. Players are guided by Chewbie, the brand’s mascot that was introduced last year as part of a larger marketing push.

Hi-Chew is also putting a fresh spin on two classic minigames with Chewbie Says Go!, which offers a twist on Red Light, Green Light, and Hi-Chew Pillars, which includes branded floating platforms where users must battle to be the last one standing. This year’s gameplay additionally introduces a game-wide quest inclusive of unique collectible items that are available to unlock through pickups on the map by completing challenges or discovering containers scattered around the virtual realm. The in-game experience was made in partnership with Super League.

As an additional part of its campaign, Hi-Chew created an unlockable site where consumers can complete a variety of in-game and social media challenges over the course of 16 weeks to earn points. The points can be used for entries into a raffle offering both digital rewards and physical prizes, like merchandise, free candy and discount codes. By extending its efforts to social media, Hi-Chew is leaning into the broader trend of blending the physical and virtual worlds. The move could also help the brand grow loyalty among a wider range of consumers.