Jo Malone is promoting its new cologne in Fortnite. Using a special code, players could access the brand’s first gaming effort, a creator-made island meant to convey the “spirit” of the new Sea Salt and Bergamot fragrance. Rather than build a whole new space, the brand created a limited-time game on an existing map. In addition to the in-game activation, the brand teamed up with gaming creators for livestreams and social content to align with the Fortnite premiere. While higher-end fragrance and gaming might not be an expected matchup, brands of all kinds are turning to sandbox games to reach Gen Z. (Marketing Dive)
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