Kickers runs UK Roblox metaverse campaign
Links between fashion and the metaverse continue to strengthen. Footwear brand Kickers says it’s reinventing traditional back-to-school (BtS) marketing with its campaign linked to the Roblox metaverse gaming platform.
The aim is to “nurture children’s self-expression and creativity” via a month-long activation introducing “playful branding” to popular games on the Roblox platform, which claims to attract 54 million daily players.
Featuring partnerships with top influencers and a live-streamed esports event, the first half of the month was been dedicated to a BtS theme before transforming into a ‘summer festival’ celebration from 25 August.
Kickers footwear and branding have been embedded into Fashion Famous and Shoe Simulator, fashion-related games that also attract millions of plays each month, we’re told.
Kickers footwear merchandise is available to try on in both games, which are part of Dubit’s Metaverse Gaming Network. Players of other games who are interested in footwear and fashion are given the option to 'teleport' to the Kickers events through Dubit’s portal network.
Simon Breckon, Brand Director at Kickers UK, said: “Fashion and back-to-school has always been synonymous with Kickers and this year we wanted to take it one step further. Looking at new ways to engage with our consumers, we wanted to be at the heart of where children in the metaverse were socialising by creating an activity that allowed them to be self-expressive and creative.”
Andrew Douthwaite, Chief Commercial Officer at Dubit, added: “Kickers’ UK activation… demonstrates the potential for and diversity of experiential marketing in the metaverse.
"There is an increasing focus on brand uplift rather than purely e-commerce which provides infinite possibilities to create immersive experiences that combine gaming, social networking, live streaming; and digital and physical products. In doing so, Kickers UK is treading a path that many others will want to follow.”
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