Recently, Cheil Brasil created an in-game island in Fortnite that is shaped like one of the brand’s signature slippers. The location promotes a new Havaianas x Fortnite collection themed around iconic elements from the online multiplayer game, which includes DJ Yonder, Brite Bomber and the Battle Bus. Havaianas is a Brazilian brand of flip-flop sandals it is currently owned by Brazilian manufacturing company Alpargatas S.A. Havaianas Summer Island was developed using Fortnite’s Creative Mode and in collaboration with content creators Alan “Shinohara” Garcia and Mateus “Derponce” Yoshitani.
Players can find the custom island by searching a code 6301-8935-3098 within Fortnite’s Creative Mode that lets users build custom maps. On May 14, Havaianas will host a virtual event where visitors to the island can score a discount by sharing snapshots with the hashtag #HavaianasFortniteDay on social media. Brands continue to gravitate toward Fortnite even as owner Epic Games enters an increasingly ugly legal spat with Apple over the latter’s app store policies. On May 14, Havaianas will host a virtual event where visitors to the island can score a discount by sharing snapshots with the hashtag #HavaianasFortniteDay on social media. Brands continue to gravitate toward Fortnite even as owner Epic Games enters an increasingly ugly legal spat with Apple over the latter’s app store policies. Fortnite has proven enduringly popular after first making a splash and ushering in the battle royale gaming craze in 2017. A December tie-in event where players could team up to fight the Marvel Comics villain Galactus drew a record 15.3 million concurrent players, as well as 3.4 million viewers on streaming platforms like Twitch and YouTube Gaming. Nike’s Jordan Brand teamed with Fortnite two years ago on limited-edition skins — outfits for players’ digital avatars — that showed off iconic sneaker models like the black and red, or “bred,” Air Force 1s. Moreover, Havaianas is trying to drive traffic and social media chatter with an event on May 14 that will dole out discounts on its footwear. Other marketers have used Fortnite to hype upcoming releases. Marketers activating around Fortnite are now reaching a largely console-based group of consumers. Court documents released ahead of the antitrust trial revealed that iOS generated just 7% of Fortnite’s total revenue from March 2018 through July 2020.
