HI-CHEW returns to Fortnite with fan-led maps and sweet in-game prizes
HI-CHEW blends fan creativity and sweet rewards in its third Fortnite campaign, raising the bar for branded gaming experiences
HI-CHEW is doubling down on gamified brand engagement. The Japanese candy brand is back in Fortnite Creative for its third year running. This time, it brings mini-games, collectible rewards, and a creator competition designed to turn fan experiences into permanent branded maps.
Powered by Super League and executed alongside agency Carmichael Lynch, the campaign runs until 14 September and continues HI-CHEW’s play-to-win formula with a few firsts. For marketers watching the intersection of gaming and brand storytelling, this campaign offers a case study in immersive, fan-led content that moves beyond flashy integrations.
This article breaks down what’s new in HI-CHEW’s 2025 Fortnite activation, why it matters for marketers, and how other brands can learn from its creative approach to community-building in-game.
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Here’s a table of contents for quick access:
Patrecia Meliana
What's new in HI-CHEW's Fortnite experience
Players can enter the "Chewbie-Dome", a colorful minigame box PVP island, to try three exclusive branded mini-games:
- HI-CHEW climbers: a ramp-dodging obstacle run
- HI-CHEW chewlet grabbers: a collectathon in a candy-factory setting
- HI-CHEW block drop: a survival-style game dodging falling objects
Each game is narrated by the brand’s mascot Chewbie, who guides players through chaotic tasks to earn HI-CHEW coins used to unlock exclusive Fortnite items. Two older games are also back with updates:
- Chewbie says go!: a Red Light, Green Light riff with flavor-themed signals
- HI-CHEW pillars: a battle royale played on floating platforms
What sets this year apart is the new game-wide quest system. Players are rewarded for exploration, challenge completion, and hidden container discovery, turning the map into a dynamic scavenger hunt with multiple paths to rewards.
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Inside the creator competition
For the first time, HI-CHEW is inviting Fortnite creators to co-build the branded world. Three winners from the HI-CHEW creator competition, judged by Fortnite influencers Birdo, Dagwummy, and ChitaZ, receive funding and support to publish their custom HI-CHEW maps. These will go live in August and remain playable indefinitely.
This marks a notable first. HI-CHEW becomes the only brand to lead a creator-led content initiative within Fortnite’s Creative ecosystem.
The campaign also includes an external unlockable site with 12 multi-week challenges spanning in-game and social media activities. Over the course of 16 weeks, participants earn raffle entries toward digital rewards, free candy, exclusive merch, and discount codes.
What marketers should know
This campaign isn’t just about candy. It’s about evolving how brands engage with players inside the game, and letting the community do the storytelling.
1. Fan-driven content builds longevity
Most brand activations in gaming are time-limited or novelty-based. By launching a creator contest with permanent maps, HI-CHEW flips the script and lets players extend the campaign through their own vision.
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2. Interactivity beats static product placement
The game modes aren’t just skinned with HI-CHEW colors. They are designed to reward players who engage with the brand universe. From “chewlet” tokens to coin-based unlocks, it’s clear the experience was built to be played, not just seen.
3. Physical incentives sweeten digital engagement
The 12-part challenge system smartly bridges in-game action with real-world value. By offering physical rewards and social incentives, HI-CHEW gives fans reasons to keep showing up and sharing.
4. A test case for creator-brand collaborations
By backing custom maps judged by influencers, HI-CHEW’s campaign mirrors trends in user-generated content. It shows how brands can stay relevant in game-native communities without coming off as intrusive.
HI-CHEW’s latest Fortnite push proves that branded experiences don’t have to be throwaway stunts. By investing in game mechanics, fan creativity, and multi-channel incentives, the candy brand has carved out an interactive blueprint other marketers can learn from.
As audiences grow more fluent in gaming ecosystems, campaigns like this raise a question. Are you designing ads, or are you designing experiences?
