Axe partnered with a leading Fortnite content creator to design a custom island in the online shooter game, according to news shared with Marketing Dive. Atlas Creative Studios assisted on the effort, which goes live today (June 15).
The concept was inspired by social conversations around how an in-game item, a healing spray called Med Mist, appears similar to Axe body spray. Following that lead, the Unilever grooming brand connected with streamer Kyle ‘Bugha’ Giersdorf to build the ‘Mistaverse,’ a parcel of virtual land.
