Havaianas, a famous Brazilian footwear company, recently entered the world of video games after launching a flip-flop-shaped island in Fortnite. The new in-game location was created to promote a new line of products from Havaianas as part of a collaborative effort with Fortnite.
The virtual activation lives within the Fortnite game. To find the island, players need to search the code “6301-8935-3098” in the game’s Creative Mode that allows users to build and construct maps.
The Havaianas Summer Island will highlight the organization’s famous footwear with prints inspired by some of the game’s most iconic elements. This includes the Unicorn Llama Pickaxe and the Battle Bus, which players need to ride to reach the Fortnite arena.
As part of this new collaboration, Havaianas will be hosting a virtual event on May 14th. During the promotion, visitors that make their way to the new, in-game island can receive product discounts by sharing social media posts with the hashtag HavaianasFortniteDay.
The Profit‘s Take:
Fortnite always finds interesting ways to integrate brand partners into their game. This is another one of those activations.