When you think of candy, you probably picture taste, flavor, maybe a flashy wrapper. You don’t usually think of gaming worlds or digital adventures. But Hi-Chew is rewriting that playbook. The Japanese fruit candy brand has taken bold steps into gaming, and its most recent Fortnite collaboration proves that imagination mixed with strategy can make something unforgettable.
Instead of sticking to the candy aisle, Hi-Chew is showing up in the spaces where their audience already lives. Fortnite, with its more than 400 million registered players, offers an audience most brands dream of. But Hi-Chew isn’t just appearing in the background. They’re building interactive experiences that turn candy into a playable adventure—something a billboard could never pull off.
How the Chewbie-dome became a playground
For this campaign, Hi-Chew introduced the Chewbie-Dome, a candy-colored hub packed with three new minigames and twists on two classics. Guided by Chewbie, the brand’s mascot, players climbed, battled, and collected their way through colorful challenges.
These weren’t filler activities. They rewarded players with coins, items, and bragging rights, embedding the candy’s joyful energy directly into the Fortnite experience. That’s the genius of this Fortnite collaboration. It wasn’t just another in-game placement; it was something players actually wanted to engage with.
Why the unlockable site matters
The campaign didn’t stop inside the game. Hi-Chew launched an unlockable site where players could complete challenges both in Fortnite and across social media. Finishing tasks earned points redeemable for raffle entries, with prizes ranging from exclusive digital items to free candy and discounts.
On the surface, it sounds like a fun side quest. But strategically, it’s much bigger. Hi-Chew understood that the line between digital loyalty and real-world loyalty doesn’t really exist anymore. By connecting gameplay to real rewards, they built a feedback loop that kept fans engaged across multiple platforms. That’s a lesson every brand should note: don’t silo your efforts. Build bridges.
The power of creator partnerships
Hi-Chew also tapped into Fortnite’s creator community by running a map-design competition. Three winners were funded and spotlighted as part of the campaign, giving them both visibility and resources.
This wasn’t just a clever stunt. It signaled respect for the people who shape Fortnite’s culture every day. By empowering creators, Hi-Chew built trust, generated authentic buzz, and reinforced that this wasn’t a surface-level move. For other businesses, the takeaway is clear: a Fortnite collaboration is more powerful when you let creators co-own the experience.
What other brands can learn
Hi-Chew’s campaign isn’t just a candy story. It’s a masterclass in what a modern marketing strategy can look like. A few takeaways stand out:
- Meet your audience where they are. Hi-Chew knew Gen Z and millennials spend more time in gaming than in store aisles, so that’s where they showed up.
- Make it interactive. Engagement goes way beyond impressions. Games and challenges keep people playing, sharing, and returning.
- Blend the virtual and real. By mixing digital prizes with real candy, Hi-Chew made the brand tangible in both worlds.
- Support creators. Giving map designers a platform brought authenticity and goodwill that money alone can’t buy.
And the best part: these lessons aren’t limited to global brands. A local business could apply the same thinking by gamifying loyalty programs, collaborating with niche creators, or expanding beyond traditional spaces.
A sweet future ahead
This Fortnite collaboration marks Hi-Chew’s third year inside the game, showing it’s more than a one-time experiment. It’s a long-term strategy to transform candy from a quick snack into a cultural experience. The numbers back it up, too: sales have grown steadily in the U.S., and social buzz spikes every time the brand launches a campaign.
At its core, Hi-Chew understands something simple but often missed: people don’t just want products, they want participation. By making candy playable, Hi-Chew has positioned itself as part of gaming culture. That’s not just marketing—it’s world-building.
This Fortnite collaboration proves a bigger truth: when brands give people more than they expect, fans give something priceless in return—loyalty, excitement, and a story worth retelling.
FAQs
What makes a Fortnite collaboration truly memorable?
It’s when a brand becomes part of the fun—immersive experiences that feel natural inside the game, not forced.
How do in-game and real-life rewards boost engagement?
By connecting digital collectibles with real-world perks, players have more reasons to keep playing and sharing.
Why involve creators in a campaign?
Creators bring authenticity and a direct connection with fans, making the campaign feel like culture, not advertising.