Whataburger, the Texas-based fast food chain, has announced its collaboration with Fortnite by launching its own Fortnite Bedwars map. The map features Whataburger-themed items and scenery, including Spicy Ketchup speed boost consumables, Breakfast Burger power-ups, and Table Tent vault keys. Whataburger created the map in partnership with efuse, erena, Click Media Group, and McGarrah Jessee. The collaboration aims to engage Whataburger fans who are also gamers and love Fortnite.
The decision to create a Fortnite map was a natural fit for Whataburger. Michael Anderson, the creative director at McGarrah Jessee, explained that Whataburger fans are passionate and many of them are also gamers who love Fortnite. The collaboration allows Whataburger to authentically contribute to the gaming community rather than just serving ads within the game.
Whataburger’s interest in appealing to gamers led them to create an actual Whataburger world within Fortnite. Davis Alcorn, Whataburger social media manager, and Miranda Grubbs, Whataburger’s senior PR specialist, expressed their excitement about creating an immersive experience for fans where they can explore a Whataburger world with their friends. Showing up authentically for their fans is always their goal, and the collaboration with Fortnite allowed them to realize what Whataburger would be like in the Fortnite universe.
Grace Watkins, CEO of Click Media, highlighted the possibilities for branded content within Fortnite using the Unreal Editor for Fortnite (UEFN). The introduction of UEFN allows brands to create custom and immersive experiences that are authentic to both their brand and gamers. Watkins stated that Whataburger’s vibrant branding pairs well with the light and fun vibes of Fortnite.
In addition to the map and tournament, Whataburger is bringing back its signature mascot character, Whataguy. This superhero character has been the ambassador for Whataburger’s community support program, Whataburger Feeding Student Success. Whataguy returns to the main stage as an NPC in the Breakfast in Bedwars tournament. Players who find him can receive a key to his vault filled with weapons and upgrades.
Whataburger fans are excited to see Whataguy dancing around the Breakfast in Bedwars map and tournament. Although Whataguy’s return may not have a deep thought behind it, players have the opportunity to find a key that gives them access to a vault filled with all the weapons and upgrades they need to win. There is no word yet on whether Whataguy’s sidekicks, Addaboy and Lil’ W, will also make appearances.
Overall, the collaboration between Whataburger and Fortnite provides an exciting opportunity for Whataburger fans who are also gamers to immerse themselves in a Whataburger-themed Fortnite world. The map, tournament, and return of Whataguy add an extra layer of fun and engagement for both Whataburger fans and Fortnite players.