Apple has blocked Fortnite from the App Store. They want them to funnel all of their payments through the IOS store. Where Apple takes a 30% slice of all that revenue. That slice is for building, securing and maintaining the IOS store. Epic does not agree, they say this punishes developers. So Epic has struck out by recreating Apple’s 1984 commercial. Not only is it flawless executed. It is a great brand-building move.
Why is this a great brand move?
- They are using culture
Core to Fortnite’s brand has always been having the most culturally relevant things in the game. They have selected the most iconic advert Apple has ever produced to hit back. - They make Apple out to be the bad guy
Even though Fortnite has had its fair share of kickback for appropriating things. They are appropriating Apple to make Apple seem like the bully here. - They can monetise this
Every character you see in this advert can be sold to people as a skin. Every tool can be sold - #freefortnite
They have an engaged audience and they have given them a clear call to action.
Ultimately Fortnite has about 100 million people playing on IOS with most spending anywhere from $50 to $90 on the game. They can share the revenue with Apple if they have to. But is their brand strong enough to avoid doing so?
In the battle of these two brands which one do you think will win?
If you would like to hear me speak on Fortnite go to my talks page.
