What is the icon of an American international fast food restaurant chain – Wendy’s – doing in the Fortnite universe? She’s on a mission to save the world from frozen beef, obviously. This is an amazing way to reach the audience that clearly does not want to be reached, a very creative way to advertise through entertainment.

Joakim Borgstrom: “Fresh ideas like this don’t cost a fortune to produce. It’s about finding a fresh way to be relevant, finding the opportunity to use existing tools and channels, and a fresh way to connect with an audience who maybe doesn’t care or pay attention to what your brand is doing. This project was fresh in every aspect.”