Floch said that after the first few days since going live, he has already seen some “nice results” that are driving positive social media sentiment, admitting that his first KPI was to ensure the gaming community accepted the campaign and Activia within the Fortnite environment.

To support driving awareness, the brand is also sponsoring two gamers in France to play and share their experience with their followers each.

This is not the first time that parent Danone has activated one of its brands in Fortnite. In 2021 it introduced its mascot named Small Hunger from another of its brands-Danio-into the game to interact with players using artificial intelligence to respond to them.