Through Fortnite's Creative platform and a special code in the Discover tab, players can visit a virtual John Lewis shop. John Lewis collaborated with British broadcaster ITV on an I’m a Celebrity experience with themed challenges and festive games that align with the retailer's Christmas campaign. Through the virtual store, players can purchase supplies and even decorate their personal camps.
The 2021 John Lewis Christmas advert, Unexpected Guest, tells the story of a young boy named Nathan who befriends an alien space traveler. Through this collaboration with Fortnite, the retailer is venturing into the metaverse and reaching customers in a new format that feels fresh and relevant. Thanks to this partnership, John Lewis joins the ranks of brands that are using the gaming world to engage players in unexpected ways.
Festive Metaverse Shops
Fortnite is Hosting a Virtual John Lewis Store Within Its Game
Trend Themes
1. Virtual Retail Stores - The virtual John Lewis store on Fortnite is an example of how retailers are venturing into the metaverse to reach customers in new and immersive ways.
2. Brand Partnerships - The collaboration between John Lewis and Fortnite demonstrates the potential for brands to team up with popular gaming platforms to create unique and engaging experiences for customers.
3. In-game Purchases - The ability to purchase supplies and decorate personal camps through the virtual John Lewis store highlights the growing trend of in-game purchases and microtransactions in the gaming industry.
Industry Implications
1. Retail - The virtual John Lewis store on Fortnite is an opportunity for retailers to expand their customer reach by creating immersive and interactive shopping experiences in the metaverse.
2. Gaming - The John Lewis-Fortnite collaboration highlights the potential for gaming platforms to become powerful marketing channels and revenue streams for brands.
3. Advertising - The unexpected collaboration between John Lewis and Fortnite offers advertising professionals a glimpse of how brands can engage with their audiences in new and inventive ways through emerging technologies like the metaverse.