Swiss pharmacy network Amavita enters Fortnite!
In December 2023, the Swiss pharmacy network Amavita launched an innovative initiative within the popular video game Fortnite to engage with younger audiences on topics related to hygiene, love, and sexuality. This virtual endeavor, known as the Vitaverse, aimed to provide anonymous counseling and education to adolescents in a familiar digital environment.
Within Fortnite, Amavita introduced “Ama Island,” a dedicated virtual space where players could explore and interact. The island featured an engaging activity where users searched for hidden letters that formed a solution word. Participants who discovered this word could visit one of eleven selected Amavita pharmacies in Switzerland to redeem a surprise package containing products related to personal development during adolescence.
Central to the initiative was the “Ask_Ama” avatar, designed to answer questions about sexual hygiene and health. Players could add “Ask_Ama” as a friend within Fortnite and engage in private chats to seek information or advice. This feature was operational from Monday to Friday, between 6 PM and 8 PM, ensuring timely responses from qualified experts.
To effectively reach the target demographic, Amavita collaborated with several Swiss content creators and influencers from the comedy and gaming communities. These influencers promoted the Vitaverse across platforms like Instagram, Twitch, and TikTok, collectively reaching approximately 1.3 million individuals. Notable personalities, such as @corinabrx and @timitime_, showcased the Vitaverse during live streams, enhancing its visibility and appeal.
By integrating into the Fortnite environment, Amavita successfully addressed sensitive topics in an environment where adolescents feel comfortable, thereby reducing potential barriers to seeking information and support. This approach exemplifies how traditional healthcare services can adapt to digital platforms to engage and educate younger populations effectively.
Source: netzwoche.ch, persoenlich.com & Amavita
Nivea enters Roblox!
The centerpiece of NIVEA’s brand world in the Roblox metaverse is a tower that visually resembles the brand’s iconic cream tin. Players must climb this tower by running along its interior in classic jump ’n’ run style, overcoming various obstacles such as steam turbines, lava grids, and laser beams. Along the way, they can collect coins that can be exchanged for exclusive in-game items. Top-performing players also have the chance to win limited-edition, custom-designed UGC (User-Generated Content) items. The first of its kind is a blue fleece hoodie designed by well-known Roblox creator @Junozy.
Each level of the game represents one of NIVEA’s four product categories: Face Cleansing, Deodorant, Men, and Sun. The corresponding NIVEA products collected in each category can be transformed into “power-ups” that grant special abilities. The Roblox experience was developed by Jung von Matt/Nerd, their tech unit ALFR3D, and GEEIQ, a specialist in metaverse KPIs.
By entering the Roblox world, NIVEA aims to create an authentic and entertaining interaction with the global gaming community. The brand wants to leverage Roblox’s ecosystem to engage with younger audiences in a meaningful way.
Annika Spitz, Digital Early Innovation Manager at NIVEA’s parent company Beiersdorf, states: “Gen Z loves Roblox—the communication, the global connections, and especially the creative freedom it offers. With the NIVEA Tower Run, we want to meet the Roblox community in their space in an authentic way, challenge the players, and learn how our brand is perceived on the platform.”
Thanh Dao, Managing Director and Partner at JvM/Nerd and ALFR3D, adds:
“For many brands, virtual worlds are still a complete black box. Often, they don’t know what worked or why. Building gaming experiences for brands with analytics from the start is a forward-thinking approach. We are incredibly proud to support a brand like NIVEA on its journey into the metaverse.”
Source: Horizont
Siemens enters the industrial metaverse!
Siemens, in collaboration with Curious Company, developed “Everyday,” an innovative 3D city game aimed at educating and engaging its global workforce. The game was created as part of Siemens’ initiative to better communicate its technological advancements, such as AI, digital transformation, and sustainability, through interactive and immersive storytelling.
Employees were tasked with solving real-world problems using Siemens’ technology, earning achievements and badges along the way. The game, accessible through the company’s intranet, helped to make complex concepts more relatable and engaging for its 300,000 employees.
Curious Company utilized technologies like WebGL, Three.js, and other development tools to create a sustainable and scalable platform. In addition to its internal use, the game has also been adapted for use at trade shows and events. The project was not just about educating employees, but also about fostering engagement and reinforcing the company’s core messages through a gamified experience.
This approach was particularly important given Siemens’ diverse portfolio, ranging from industrial products to digital services. The company wanted to ensure its employees, from top executives to those on the factory floor, understood the full scope of the company’s innovations.
Curious Company’s creative strategy, including the use of a chatbot and gamification, helped make these complex topics accessible and engaging. Ultimately, “Everyday” became a successful tool for Siemens to communicate its mission, encourage learning, and build a deeper connection with its employees. The game’s success was reflected in high employee engagement, with many users leaving positive feedback and contributing additional content.
Sources: Page Online, Curious Company
Balenciaga’s “Afterworld” – fashion goes gaming!
With Fashion Weeks around the world forced online during the pandemic, Balenciaga imagined the next generation of virtual catwalk shows.
Afterworld: The Age of Tomorrow is a 3D web-based game that takes players on an interactive journey based on “mythological pasts and projected futures”. It explores the Fall 2021 collection modelled by 50 volumetric characters, all captured on Dimension/MRMC's Polymotion Stage.
Balenciaga's Afterworld blazed a trail for fashion in 2020. This futuristic fusion of volumetric capture and video gaming opened the industry's eyes to the endless possibilities of using realistic avatars and game engines such as Unreal Engine.
Source: Dimension Studios
