Circle K AR-ads in Pokemon

6. December 2020

Circle K, the international convenience store chain, launched a notable advertising campaign in partnership with Pokémon GO, the popular mobile game developed by Niantic. The collaboration began in late 2020 and continued into 2021, turning over 9,000 Circle K locations across the U.S., Europe, and Asia into in-game “PokéStops” and “Gyms.” These are key locations within Pokémon GO where players can collect items, battle, and interact with the game.

The goal of the campaign was to increase foot traffic to Circle K stores by integrating them into the daily gaming routines of Pokémon GO players. By visiting Circle K locations, players could access exclusive in-game rewards, such as special raid battles and timed research events. This encouraged players to physically visit stores, driving both digital engagement and real-world sales.

Circle K also offered exclusive Pokémon-themed merchandise and promotions tied to in-store purchases, deepening the brand’s integration into the game experience. This form of location-based advertising leveraged Pokémon GO’s augmented reality and geolocation features to turn real-world visits into part of the gameplay loop.

The campaign was successful in bridging digital and physical consumer behavior. It showcased how brands can creatively use mobile gaming platforms to engage with tech-savvy, on-the-go consumers. The partnership allowed Circle K to reach millions of active players worldwide while promoting its brand in a fun and interactive way.

7. November 2019

Monster Energy placement in Game “Death Stranding”

Monster Energy partnered with Kojima Productions to feature its cans prominently in Death Stranding, a highly anticipated AAA video game developed by Hideo Kojima and released exclusively on PlayStation 4 (later on PC). This collaboration marked a bold move for the brand into the world of interactive entertainment, targeting a digitally native, global audience of gamers aged 18–35—our key demographic.

The product, was integrated directly into gameplay: placed visibly in the protagonist’s private room and consumable by players to restore stamina—offering both visibility and functional value. Death Stranding sold over 5 million copies by mid-2021, giving the brand recurring exposure in hours of immersive playtime across millions of users. On average, players spent 30+ hours in-game, with many interacting with our product multiple times per session, maximizing brand impressions in an organic, story-driven context.

The placement generated substantial media coverage, YouTube content, and social media discussion, further expanding reach well beyond the game itself. While some reactions were mixed, the boldness of the integration ensured brand recall. The undertake achieved a rare form of embedded advertising that went beyond product placement—it became part of the player’s survival toolkit.

Though the branding was eventually removed in the Director’s Cut (2021), the campaign’s lifecycle aligned with the game’s peak popularity. This activation demonstrated the potential of gaming as an experiential medium for brand integration, blending functionality, visibility, and storytelling.

20. June 2023

Nike enters Fortnite!

In June 2023, Nike and Epic Games unveiled Airphoria, an immersive experience within Fortnite, merging the iconic Air Max brand with the game’s dynamic universe. Developed using Unreal Editor for Fortnite (UEFN) in collaboration with Beyond Creative, Airphoria transported players to a floating cityscape celebrating sneakerhead culture, featuring locales like “Station 97,” “Shoebox Tower,” and “Museum Max.”

Players embarked on a virtual sneaker hunt, retrieving lost Air Max Grails. Participation for ten minutes or more rewarded players with the exclusive Air Max 1 ’86 Back Bling, enhancing in-game customization.

The collaboration extended to the Fortnite Item Shop, introducing the Airphoria Pack featuring “Airie” and “Maxxed Out Max” outfits, alongside matching accessories like the Maxx Stacks and Pure Sole Boombox Back Blings. Concurrently, Nike released a limited Airphoria-inspired collection on nike.com, bridging the virtual and physical realms.

Airphoria exemplified the fusion of gaming and fashion, offering fans a unique platform to engage with Nike’s Air Max legacy within Fortnite’s platform.

Source: Nike & Fortnite.

27. May 2021

Gucci goes Roblox!

The Gucci Garden Experience in Roblox was a limited-time virtual event launched in May 2021 as a collaboration between Gucci and Roblox. Designed as an immersive art exhibition, the experience recreated the real-world Gucci Garden Archetypes exhibition in Florence, celebrating the brand’s 100-year history.

Upon entering, players started as blank, mannequin-like avatars. As they explored different themed rooms inspired by iconic Gucci campaigns, their avatars absorbed colors, patterns, and textures, making each visitor’s journey unique. The rooms featured surreal and artistic designs, such as a lush garden, a dreamlike bathroom, a hall of mirrors, and a mystical subway station, each reflecting different elements of Gucci’s creative vision.

One of the main attractions was the ability to purchase limited-edition virtual Gucci items, such as handbags, sunglasses, and hats, some of which later became highly valuable in the Roblox trading community. A notable moment was when the Gucci Dionysus Bag with Bee accidentally sold for 475 Robux (about $6) but later resold for over 350,000 Robux due to its rarity.

The Gucci Garden Experience was praised for blending luxury fashion with Roblox’s gaming environment, attracting both Gucci enthusiasts and gaming fans. It showcased how brands could use virtual spaces to create interactive storytelling and exclusivity in the digital world. While it was a temporary event, its influence remains significant in shaping how high fashion engages with gaming communities.

More information at Gucci.