How did Vaseline bring skincare awareness to Fortnite players?

Vaseline launched its innovative Screen Block skincare line through a groundbreaking Fortnite activation, targeting the 3.3 billion gamers exposed to blue light. Partnering with Umi Games, the campaign integrated product awareness into Go Goated - one of Fortnite's most popular UGC maps - while educating players about blue light's skin impacts.

What Made This Campaign Stand Out

The activation featured:

• Fortnite Mini-Game: Players protected in-game characters from blue light attacks

• Esports Partnership: Official collaboration with Talon Esports

• Educational Twist: Highlighted that 64% don't know blue light penetrates deeper than UV rays

• Global Rollout: Launched in Thailand (32M gamers) with worldwide expansion plans

The campaign cleverly played on gaming terminology - "Gamers care about skins, but the most valuable skin is their own."

Why It Matters to Marketers

This campaign demonstrates how to turn product education into engaging gameplay. By addressing a genuine gamer pain point (12+ hour daily screen exposure), Vaseline provided real value rather than intrusive advertising. The Fortnite integration worked because it mirrored actual gameplay mechanics while the esports partnership lent credibility. Most importantly, it shows how healthcare brands can authentically enter gaming culture by solving problems unique to digital lifestyles.

Want to explore healthcare-gaming integrations? Mana can help power up your strategy.