The Awareness Stage – Fornite: Becoming Aware of the Power of Esports Marketing- The Buyer’s Journey 02

This episode is all about the first stage of The Buyer’s Journey: Awareness. We’ll make you aware of the importance of this stage, as well as necessary tactics for maximum effectiveness in your digital marketing. Plus, Len, Josh, and Matt discuss Fortnite and the future of Esports advertising.

What Is The Awareness Stage?

The Awareness Stage is the first stage in The Buyer’s Journey. During the Awareness stage, a prospective customer realizes they have a need or are made aware of a problem.

Here are two audience profiles that explain the difference between a need and becoming aware of a problem:

Having A Need

Jenna is a 24 year old who is about to move into her first apartment in Philadelphia. While living at home she always uses her parent’s vacuum, but now that she’s out on her own she needs to get one herself. Jenna now has a need. One day before her move, Jenna is browsing Instagram during her lunch break and notices an ad for a Byson vacuum. She only has a few minutes before her break is over, so she remembers Byson and then scrolls past.

A few days later Jenna seems a similar ad while watching YouTube, but doesn’t feel like clicking away from her video. Later that night, she sees the ad on Facebook before bed.

Each of the ads above have increased Jenna’s awareness of the Byson brand, and further reinforced her need for a new vacuum. Eventually, Jenna will see the ad and click on it to learn more, leading her directly into the Consideration stage.

Becoming Aware of a Problem

A Facebook ad appears on a Jamal’s news-feed advertising a baseball camp. It’s March and the temperature is barely reaching the 50’s, but the ad has Jamal thinking about the summer and of his son Stephen who turns 4 years old in May. Jamal makes a mental note and decides to think about baseball camp at a later time. After all, it might be better than having his son home with a babysitter or a summer pre-school program, right?. Jamal is now aware that he may want to send his son to summer camp, and therefore aware of a problem to solve.

Just like Jenna, Jamal will see multiple ads from this baseball camp throughout his social media and even on different websites. As he continues to see each one his awareness of his problem, and awareness of brands he might be interested in, will grow until he decides to click on one.

Fortnite and ESports Marketing

Seb Jospeh on Digiday wrote a fantastic piece on Fornite and Esports marketing. In summary, Fortnite was used by three different brands to create super effective awareness campaigns. The first was Wendy’s who hosted a challenge on their Twitch channel. The challenge encouraged players to fight on a specific location on a map: the site of an in-game burger joint. The idea was that those attacking the location were fighting off bad frozen burger brands. Wendy’s, of course, states that they only use fresh, never frozen beef. Wendy’s streamed the event on their Twitch channel, gaining 7,400 followers from 0 during the 10 hour stream. Wendy’s exceed 1.5 million total minutes of video watched by users during that time. In addition, Wendy’s accumulated about 43,500 comments during the stream.

Electronic music producer/DJ Marshmello held an in-game concert the weekend of the Superbowl. During the concert any player who logged in was teleported to a digital space where the concert went on. The event was streamed by multiple Twitch streamers excited from the unique event. Afterwards, Marshmello gained almost 700,000 subscribers to his YouTube channel. For reference, that’s a 1,800 percent increase from his January average subscriber numbers.

The NFL went in a different angle, selling in-game cosmetic items of their team’s jerseys during a two-week period.

Check out our next episode tomorrow where we’ll discuss the ins-and-outs of the Consideration stage of The Buyer’s Journey.

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