A family friendly EDM Concert - in a video game! We are living in the future.
This weekend something epic happened that broke records and barriers while introducing a new concept for a variety of industries.
Two massive brands came together to put on an event that crossed the worlds of gaming and music, bringing people of all ages together.
Logistically it must have been a massive undertaking, and the scale of coding, infrastructure, animation, physics, gameplay and creative collaboration may not be surpassed for many years to come.
This raises some interesting ideas from a marketing and brand awareness angle.
Branding has appeared in games before, but this was an interesting concept that has no doubt made both parties a huge amount of money and will be discussed and covered by content creators for weeks to come.
YouTube and Twitch were flooded with content all weekend, there was no escape from it across multiple social media platforms.
Fortnite put on a live concert - in collaboration with Marshmello - to be experienced in real time by users across the globe.
Epic Games, the company behind Fortnite have been pushing the boundaries for over a year but since the Pro AM last year, where the two favourites won, they have clearly been planning something special.
Ninja who has become probably the streamer that comes to mind when people first think of Fortnite won the Pro AM last year with his celebrity partner Marshmello, and my guess is that the superstar DJ and Epic Games Global Creative Director - Donald Mustard - hit it off, and were looking for a project that would really make some noise.
There have been concerts in games before, don’t get me wrong, but this was something else.
This had at least 10 million people in attendance, interacting in real time at the concert venue that popped up in Pleasant Park - for what was probably the most pressure a game engines cloud servers has ever had to deal with - whilst also streamed by so many on Twitch which is also on Amazon’s servers.
It was visually impressive with giant holograms, a release of beachballs and lots of bouncing and flying. So much fun!
The team behind Fortnite have put on some pretty special events already that people experienced in real time, from a rocket launch that opened up rifts in space and time, to a giant cube that came crashing from one of those rifts to start playing havoc with the world, then a snow event where a giant version of a character summoned the cold weather to all corners of the world, bringing with it monsters that both delighted and frustrated players.
They have started to get quite good at putting these on, but this one was actually announced with posters appearing around the map with the date and time on - they’ve not done that before!
The Marshmello skin arrived in the item shop last week, and it was impossible to go into a match where at least half the players were anything other than the world famous DJ.
The man himself even joked it was quite strange playing against himself :)
So what does it mean for marketing and brands?
It’s no secret that the existing social media platforms are now proving less effective for any sort of advertising, and growing numbers of people are revolting against some of them.
Brands started to work with content creators and “influencers” to bridge the gap and get access to the growing market of gamers - it has been working as even people who don’t play that often watch the videos posted at a phenomenal rate.
How do you overpower the background noise and jump to the front of the queue?
How about an exclusive between two household names. This really was dream-team stuff.
I would love to see the stats for consumption of Marshmello’s music, but I’m guessing Spotify and Apple Music have seen a huge surge.
Plenty of advertising IRL off the back of this.
With people looking at new channels for interacting with their friends and peers, it’s time to take a look at what’s going on and come up with some fresh ideas!
Watch Marshmello’s official video here.
- Fortnite put on a live concert - in collaboration with Marshmello - to be experienced in real time by users across the globe and 10 million people attended!