Younger consumers were revolutionising the ways entertainment was produced and consumed. Through the online streaming platform Twitch, Fortnite had grown from a video game to the cultural hub for 12- to 24-year-olds and a new form of interactive entertainment altogether.
This audience was creating entertainment for and by itself. It was adept at avoiding traditional advertising and was highly sceptical of brands entering its cultural space. This posed a challenge to Wendy's because younger consumers were those who ate most in the quick service restaurant category.
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