WPP：2024游戏助力品牌亲和力提升：青少年社群的深度触达策略研究报告（英文版）（33页）.pdf

1、Confidential SuperAwesome 20132024Leveraging Gaming for Brand Affinity How to maximize the gaming ecosystem to build connections with kids and teensConfidential SuperAwesome 201320241.Savvy brands can turn gaming experiences into a content engine after launch.The Lowdown2For young audiences,in-game

2、activations are the best way to create engaging,sticky and memorable experiences that are viewed as so much more than advertising,and Fortnite is the best environment in which to do so.Amplification is key to the success of any gaming campaign.It is not enough to build an incredible activation,peopl

3、e need to know WHERE it exists and HOW to access it.The“Fortnite Factor”is real.At every stage of the research,evidence showed that brands that activate in the Fortnite ecosystem benefit by association,including proof of positive brand affinity.This is also true for other gaming platforms.Gaming is

4、the entertainment of choice for Gen Alpha and Gen Z.Successful brands understand how to leverage this ecosystem.Do you?2.3.4.The Leveraging Gaming for Brand Affinity report is sponsored and administered by SuperAwesome,Inc.in partnership with WPP.Portions of the materials used are trademarks and/or

5、copyrighted works of Epic Games,Inc.All rights reserved by Epic.This material is not official and is not endorsed by Epic.Confidential SuperAwesome 20132024Comprehensive mixed methodology study conducted in 2023 by MarketCast on behalf of SuperAwesome and WPP.Fortnite is one of the leading metaverse

6、 and gaming platforms,with recent launches and collaborations(like LEGO Fortnite)ensuring that it remains front and center of youth pop culture.Naturally brands are eager to use Fortnite and other gaming platforms to bring their brands to life in creative,authentic ways.But what is the impact of the