Estée Lauder’s Jo Malone turns to ‘Fortnite’ for first gaming activation

Let Marketing Dive's free newsletter keep you informed, straight from your inbox.

To support the introduction of a new scent, the brand created a limited-time game based on the British coast.

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.