Did you see rapper Travis Scott live while sheltering in place? For 27.7 million people, the answer is “sort of.” At the end of April, Scott put on four virtual shows in Fortnite, a cartoony, combative free video game with 78.3 million monthly players.
It was Fortnite’s biggest in-game event to date, and unlike the typical Instagram Lives, it looked striking. Scott’s skyscraper-high avatar arrived onstage in a spherical spaceship, stomping-slash-teleporting through the game’s surreal purple terrain in Nikes taller than the crowd.
The single Scott debuted during his Fortnite residency, “THE SCOTTS,” promptly shot to #1 on the Billboard charts.
It all officially established Fortnite as the coronavirus era’s stadium — since Scott’s virtual residency, Deadmau5 and Steve Aoki have also put on a virtual show in the game — but the game has long been seen as a powerful marketing channel.
Disney has whole-heartedly embraced Fortnite as a marketing channel, promoting
Article source: https://builtin.com/marketing/how-to-test-a-new-digital-marketing-channel
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