Actimel has unveiled a new custom map integration within the Fortnite game to provide players with an extra in-game advantage.
Available until 4 May to over 500 million players, ‘The Immunity Station’ by Actimel will feature on Apfel’s Zombie Hunter, one of Fortnite’s trending maps, where players can top up their characters with an extra shield potion.
The brand’s implemented function will give gamers’ characters a 30-second protection in the form of an aura, ‘to fight off the enemy and slay oncoming zombies’.
The immune support initiative will be supported by a series of digital films rolled out on Actimel’s ecosystem as well as paid media.
UK gaming influencer, Vikram Singh Barn, also known as Vikkstar123, will also produce content for the campaign, sharing with his community ways that they can interact with The Immunity Station.
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“The gaming industry has always been on the leading edge of digital innovation,” Danone UK and Ireland head of marketing, Rachel Wright, said. “We’re excited to bring a unique integration with a clear solution to Fortnite’s engaged audience to show how Actimel can be incorporated into your daily routine. With our recent research showing that nearly a third of Brits lack knowledge in knowing how to support their immune system health, this is a unique and interesting way for us to show how we are bringing immune support to the top of consumers agenda.
“This is a first of its kind for the brand, integrating into the metaverse, and one of many plans we have in place for this year to drive awareness for Actimel and its own offerings of supporting the immune system.”
