Honda today unveiled Hondaverse, a totally immersive virtual environment that exists within Fortnite on Twitch. Custom Fortnite maps are part of the activation, where gamers and streamers can eventually compete.
The Honda Parkour world, the first iteration of the Hondaverse, is based on the 2023 Honda HR-V and enables streamers and players to test their skills through trivia questions and virtual parkour runs. Future worlds will be centered around particular Honda products.
To host a three-part livestream on Twitch where he explores and invites gamers to the activation, the brand enlisted creator SypherPK. The experience, which was independently produced using Fortnite’s Creative Toolset, shows how Honda’s Twitch presence is developing.
Honda is attempting to increase awareness and engagement with a large gaming audience through its most recent push on Twitch, which capitalizes on the intersection of interest in the livestreaming platform, a well-liked creator, and Fortnite itself, at a time when auto sales are generally declining. According to information provided by the company, the Fortnite game category on Twitch has over 80 million subscribers.
The Hondaverse in Fortnite consists of specially designed maps, the first of which is based on the new 2023 Honda HR-V. This is a clear nod to growing marketer interest in the nascent concept of a metaverse.
On June 30, July 13, and August 1 in the Hondaverse, Twitch streamer SypherPK will host three livestreams that will feature challenges where viewers can win prizes. The repeated interactions with SypherPK’s online community regarding the HR-V may aid in spreading awareness of the vehicle.
The Hondaverse was independently created using Fortnite’s Creative Tools and is not sponsored, endorsed, or managed by game creator Epic Games, unlike some other activations in the game. Following a recent activation by Unilever’s Axe brand that utilized a similar strategy, the independent development and partnership with a well-known Twitch streamer give brands greater control over their activities.
Honda has previously used Twitch to connect with and interact with gaming audiences. It was the first automaker to introduce a branded gaming platform in 2019 on the platform that it had previously used to debut a car. Honda was a pioneer in the gaming industry and this month strengthened its partnership with Team Liquid by becoming the organization’s first naming-rights sponsor.
Honda has used Twitch in recent years to broaden the target audience for its cultural brand-building initiatives beyond gamers. The company launched a mixed reality musical experience and rebranded its Twitch channel as Honda DreamLab to shift its emphasis away from gaming and toward lifestyle content, which includes but is not limited to gaming.
The changed emphasis shows how livestreaming has expanded to include activities other than gaming, which Honda can use to connect with younger customers.
