Fortnite has continued to have immense popularity in the gaming industry and continued to find unique ways to deliver exciting updates to fans. The online video game developed by Epic Games has had a number of collaborations that have proven to be huge successes for all parties involved, such as the NFL collaboration in the Fall of 2018. On Monday, the game’s official twitter account hinted at an upcoming collaboration with an emoji-filled tweet.
🐐🏀👟🔻— Fortnite (@FortniteGame) May 21, 2019
The following day they released an update which featured the Downtown Drop LTM by Jordan, which let players rock Nike’s and gave players a variety of other new options in the game.
Be Fearless. The 9.10 update is now live!— Fortnite (@FortniteGame) May 22, 2019
Show off your moves in the Downtown Drop LTM by Jordan featuring Creative artists NotNellaf & Tollmolia. Launch off massive jumps, grind down city streets and collect coins to win! #FortniteXJumpman
Blog: https://t.co/sClXqmXZ9y pic.twitter.com/Z3Ai7M9W5y
They continued to promote the collaboration throughout the day with the hashtag #FortniteXJumpman and showcased new Emote’s, Outfits, and challenge pack available with the Hang Time Bundle.
Own the game.— Fortnite (@FortniteGame) May 23, 2019
Grab the new Buckets Emote and the rest of the Hang Time Set in the Item Shop now! #FortniteXJumpman pic.twitter.com/4DjJ3NQPyN
Social influencers in the gaming world like @blakeir, @TheGrefgYT, @JeffEisenband and @Erinasimon immediately began tweeting about the release, which only increased awareness and hype for the collab.
As you would expect, the collaboration saw a massive response on social, generating exposure for both the game and the brand. These types of brand partnerships and sponsorship activations can generate major awareness for brands and are very popular in the world of sports marketing. To understand the amount of social media activity the collaboration generated for Jumpman, we tracked mentions and posts featuring the Jumpman official handle and the hashtag for the campaign.
Since the update was released, (7:00am on 5/22), the campaign generated over 178.5 Million impression for the brand, which equates to over $937,100 in social media impression value, on Twitter alone. With over 23.3K unique people engaged in the conversation, our new engagement valuation capabilities measured the value at over $112,800 in the 24 hours after the collab was released. These are impressive numbers in the world of sponsorship campaigns, giving prospective brands something to consider when they allocate their sponsorship marketing budgets and look to reach different target markets with similar esports partnerships.
Gaming and esports continue to attract passionate audiences that grow by the day. And as gaming continues to cross over into mainstream culture, especially with moves like this by Epic Games, it remains an exciting space for brands to play in.