Dive Brief:

• The General Automobile Insurance Services, known popularly as The General, is addressing road anxiety through a Fortnite activation aimed at Gen Z, according to a press release.
• The General Road Test Royale, unveiled July 7, challenges consumers to take on road test obstacles while practicing safe driving habits in three city maps inspired by Miami, New York and San Francisco. The activation resides in The Glitch, a Fortnite world created by Twitch that brands can customize.
• The activation was created in partnership with Twitch, game developer Look North World and National Driving Training. To generate excitement, The General is partnering with a number of streamers, including musician and Twitch personality T-Pain.

Dive Insight:

Contrary to popular driving games which often encourage reckless driving, The General’s Fortnite activation is rewarding safe road behavior with a custom activation set in Twitch's branded in-game space. Inspired by rising rates of road anxiety among Gen Z consumers, The General Road Test Royale is looking to help young drivers feel comfortable on the road. With approximately 30 million active daily players, Fortnite allows the insurance company to engage with an age group relatively new to driving.

Gen Z consumers are significantly less likely to get a drivers license, with the number of 16-year-olds with a license dropping nearly 27% since 2000. Between increased incidents of road rage and a mental health crisis among teenagers, the cohort feels less inclined to learn how to drive. Fortnite allows the insurance company to reach these consumers in a space they may feel comfortable in.   

"With The Glitch, we're going beyond a logo placement to create a true experience that reflects our brand, connects with players' passion points, and gives them a break by offering an escape from the everyday," said Kale Sligh, assistant vice president of marketing at The General in press materials.

The activation is peppered with The General branding, such as a monument shaped like the mascot’s mustache and a helmet map-maker. Gameplay challenges consumers to quickly navigate obstacles to earn in-map currency to unlock rewards and additional challenges. 

To reach Fortnite gamers, the brand is partnering with a number of gamers to stream their experience with the activation. On Aug. 16 Fortnite streamers, including T-Pain, will compete in The General’s tournament. To create excitement for the event, the company is hosting two separate giveaways for Twitch viewers. 

Due to its popularity among young consumers, Fortnite has become a go-to for brands looking to capture Gen Z attention. In 2022, Honda unveiled the Hondaverse during a time of declining car sales. Other brands, such as Heinz, have used the game as an educational tool. In 2023, the condiment maker used Fortnite to raise awareness around soil degradation.