Assignment 1
1. Identify a local advertising campaign on TV, Radio, Print and/or Outdoor.
Fortnite has released a DLC pack which was heavily advertised, especially on YouTube, as a
cinematic trailer and a poster circulated across all social media platforms. "Downloadable
content," or DLC, is something that video game creators and players contribute to the core title,
usually paid for with a free initial version. I saw the advertisement on YouTube and on
Instagram several times, which even pushed me to buy the DLC pack for the game.
2. Explain why the specific media was used for the campaign.
Instagram and YouTube are powerhouses for Gen Z marketing, the primary target audience for
Fortnite. YouTube and Instagram advertisements are highly targeted. A successful campaign
depends on precise targeting, and YouTube and Instagram advertisements allow you to get quite
specific about who you are trying to reach.
3. Identify who the target market for this advertisement is.
According to a study, 21% of gamers in the USA watch anime in an average week, which is 12%
higher than the usual consumer. Younger individuals make up a significant majority of Fortnite
users. More than half (62.7%) of players in the US, according to 2018 research, are between the
ages of 18 and 24. Given this, it is no surprise that Fortnite collaborated with the Dragon Ball Z
anime series to incorporate DBZ-related skins and characters into the game. Epic Games, the
creator of Fortnite, probably discovered that many of the game's players are anime enthusiasts, as
a result of which it chose to work with one of the longest-running and most well-known anime
properties to date.
4. Identify the purpose of the advertisement. Is it a brand ad or call to action ad or is
there another purpose for the ad.
It was a CALL-TO-ACTION ad, as there was an option to visit a website on Instagram and
register yourself for DLC updates and a discount for early movers.
5. As part of an Integrated Marketing Campaign, which other media you would
recommend the client use for this campaign to best reach the target audience?
I would suggest TIK TOK as a consideration for showcasing this ad, as a lot of the GEN Z
population uses TIK TOK.