From Burger King to Shrek, GTA VI trendjacking is going too far
Brands are increasingly attempting to 'trendjack' the upcoming release of Grand Theft Auto VI by mimicking its aesthetic in marketing campaigns. Experts warn that these efforts often feel lazy and disconnected unless the brand has a genuine cultural link to the game.
Why it matters
This reflects a broader trend in digital marketing where brands struggle to authentically engage with massive pop-culture phenomena.
Not everyone can pull off the Vice City look.
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(Image credit: Aspyre / Hyundai / Burger King / BMW / AI) Copy link Email Share this article 0 Join the conversation Follow us Add us as a preferred source on Google Newsletter Subscribe to our newsletter With the GTA VI release less than a month away, brands want in on the hype. The problem is that despite the hundreds of fictional brands in Grand Theft Auto, Rockstar doesn't flog in-game advertising or collaborations the way Fortnite does. But that hasn't prevented everyone from BMW to Burger King from 'imagining' themselves in Vice City.
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