Nivea enters Roblox!
https://www.vimeo.com/1063987743
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
ROBLOX nur eine Gaming Plattform? 🤔
Hand auf's Herz, wer hat (noch) keine Ahnung, was Roblox ist? Dass ich nicht an die immerwährende Zukunft des Farbfernsehen (as we know it) glaube ist kein Geheimnis, aber bei meinen Veranstaltungen stelle ich immer wieder fest, dass selbst die Leute aus der Werbebranche tatsächlich zu einem großen Teil noch keine Ahnung haben, was da auf sie zukommt ...
Zahlen / Daten / Fakten:
💡 14.2 Mio. daily active user in Nordamerika (+33% im Vergleich zu 2022)
💡 11.8 Mio. daily active user in Europa
💡 9.5 Mio. Creator:innen sind auf der Plattform
💡 40 Mio. Games online
💡 275 Mio. Aufrufe von Roblox-Inhalten auf YouTube täglich
💡 67% der User:innen sind unter 16 (!)
❓und wie finden Marken statt ❓
Gucci hat schon 2021 z.B. den "Gucci Garden" eröffnet, eine „Experience“, in der sich User:innen treffen konnten. Der Garten war das Gegenstück zu einer realen Installation in Florenz.
Selbstverständlich gab es begleitend dazu auf dem Roblox-Marktplatz virtuelle Gucci-Handtaschen zu kaufen, die mit der internen Währung Robux bezahlt werden konnten. Das Angebot war dabei nach der Fashion-Mechanik eines „Drops“ auf eine Stunde begrenzt.
Eine Tasche, deren Design auf dem einer Tasche der tatsächlichen Kollektion beruhte, wurde für 475 Robux verkauft, das waren zum damaligem Zeitpunkt rund 5,50 US-Dollar. Die User:innen starteten den Weiterverkauf der begehrten Stücke, und die Tasche wechselte für bis zu 350.000 Robux den oder die Besitzer:in – rund 4.115 US-Dollar.
💡 4.115 US-Dollar! Für eine virtuelle Handtasche! 💡
Interessant fand ich für Marken auch eine der 5-Jahres Vorhersagen von Roblox Gründer und CEO David "Builderman" Baszucki: "Some Roblox creators will make more money from selling physical merchandise on Roblox than virtual merchandise".
Das interessanteste an Plattformen wie Roblox oder Minecraft oder Sandbox ist aber, dass User:innen eigene Welten bauen können, um sich in ihnen zu treffen, zu spielen oder einfach Zeit zu verbringen... bei Roblox geht das Bauen dann in Zukunft noch einfacher - mit dem KI-Tool "Assistant".
👉 User generated Content on Speed 👈
Schaut also nicht nur kopfschüttelnd auf TikTok, geht noch weiter 😅
https://vimeo.com/864286415?share=copy
Nikeland on Roblox 🤩
Welcome to Nikeland on Roblox! From dressing up your avatar with virtual products, competing with others in challenges you designed yourself to getting active using the accelerometers in your device.
This is only the beginning of what brands start to do.
Gucci goes Roblox!
https://www.youtube.com/watch?time_continue=3&v=016X2X50mHc&embeds_referring_euri=https%3A%2F%2Fwww.google.com%2F&source_ve_path=Mjg2NjY
The Gucci Garden Experience in Roblox was a limited-time virtual event launched in May 2021 as a collaboration between Gucci and Roblox. Designed as an immersive art exhibition, the experience recreated the real-world Gucci Garden Archetypes exhibition in Florence, celebrating the brand’s 100-year history.
Upon entering, players started as blank, mannequin-like avatars. As they explored different themed rooms inspired by iconic Gucci campaigns, their avatars absorbed colors, patterns, and textures, making each visitor’s journey unique. The rooms featured surreal and artistic designs, such as a lush garden, a dreamlike bathroom, a hall of mirrors, and a mystical subway station, each reflecting different elements of Gucci’s creative vision.
One of the main attractions was the ability to purchase limited-edition virtual Gucci items, such as handbags, sunglasses, and hats, some of which later became highly valuable in the Roblox trading community. A notable moment was when the Gucci Dionysus Bag with Bee accidentally sold for 475 Robux (about $6) but later resold for over 350,000 Robux due to its rarity.
The Gucci Garden Experience was praised for blending luxury fashion with Roblox’s gaming environment, attracting both Gucci enthusiasts and gaming fans. It showcased how brands could use virtual spaces to create interactive storytelling and exclusivity in the digital world. While it was a temporary event, its influence remains significant in shaping how high fashion engages with gaming communities.
More information at Gucci.