Hollister is listening to ad-resistant gamers by hosting their own mini-gaming events to promote their clothing.

Hollister is listening to ad-resistant gamers by hosting their own mini-gaming events to promote their clothing. YPulse told you how fashion and beauty brands like Gucci, Nike, and Glossier are infiltrating video games to reach young consumers, and Hollister has joined the club. But instead of showing up inside a game like Roblox or Animal Crossing to advertise their clothing on avatars and characters, they’re hosting their own month-long Fortnite competition from the app Mission Control. Hollister is using the competition to promote their new clothing line, which includes graphic tees, shorts, loungewear, and more. By using Mission Control, players can pick their own teams and compete for prizes like Hollister gift cards, Fortnite V Bucks, and a personalized hoodie from the Hollister collection. YPulse’s Gaming research found that 58% of young gamers (and 66% of male gamers) pay attention to brands featured in video games, but it’s important to note the ways in which brands show up in spaces controlled by gamers. Hollister knows the gaming audience can be ad-resistant, and they “wanted to do something different” by hosting their own gaming event to engage with young gamers. (Digiday)