Vanquish the Vape Sound

Hearing someone hit their vape into the microphone while gaming is annoying. From this insight, we decided to create a campaign for Fortnite that brings the effects of secondhand vaping into video games using new technology.

We implemented a sound recognition AI integration that could detect the distinct acoustic signature of a vape hit through a gaming microphone, and an in-game effect would be triggered, virtually bringing the effects of secondhand vaping to life.

For the launch of our campaign, we went where our audience already was, the Fortnite Subreddit. With 122k weekly visitors, and 2.8k weekly submissions, the audience here was familiar with the game and the annoying vape sounds into the microphone. We posted relatable, humorous memes that used gaming vocabulary and jokes to make jokes about the annoying vape sounds, then followed up with a straightforward call to action: put the vape down when you game.

This campaign represents the next generation of advertising to drive youth vaping rates down through a bold gaming integration, innovative technology, and a launch campaign that seamlessly integrates within the social platform and taps into the culture of the audience.