021: The Roblox Tsunami Continues

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TLDR:

1. Hugo Boss: Uses Larger Than Life Holograms to Launch Collection

2. Electronic Arts: Acknowledges EA Sports ‘Metaverse’ Opportunity

3. Burberry: Launches Roblox Experience to Celebrate Harrod’s

4. Sol de Janeiro: Enters Roblox with Endless Summer ‘Universe’

5. Max Mara: Launches ‘Coats Adventure’ on Roblox

Around the Block…

• Hugo Boss: Uses Larger Than Life Holograms to Launch Collection

  • Supporting the launch of their Spring/Summer 2024 collection, the fashion brand unveiled ~30+ foot holograms of Gisele Bündchen & Lee Min-ho near London’s Tower Bridge on the night of January 31st

  • This marked the first time a fashion brand launched ‘a major global campaign using a large-scale hologram’

  • Sources: Hugo Boss

• Electronic Arts: Acknowledges EA Sports ‘Metaverse’ Opportunity

  • During the latest earnings call on January 30th, the gaming company’s CEO, Andrew Wilson, was asked about bringing their different sports communities together by creating a metaverse

  • He mentioned the power of their community spanning both inside games & outside by way of social conversations that happen outside the gaming environment

  • Although nothing to announce, Wilson touted this as ‘an incredible opportunity’ & to ‘watch this space’

  • Sources: NFT News Today / IGN 

• Burberry: Launches Roblox Experience to Celebrate Harrod’s

  • The luxury brand has partnered with the famous London department store to celebrate the latter’s 175th anniversary

  • As part of the celebration, Burberry created a Roblox experience with the help of Sawhorse Productions

  • The Roblox experience includes a digital recreation of the Harrod’s department store, along with scavenger hunt challenges to earn free UGC digital apparel rewards

  • Players can also purchase Burberry digital fashion in the experience’s digital Harrod’s store

  • Burberry’s Harrod’s takeover will last the month of February with Roblox & in-store activations

  • At the time of publication, the activation had over 39K visits

  • Sources: Roblox / Nick Vinckier - Linkedin / Vogue 

• Sol de Janeiro: Enters Roblox with Endless Summer ‘Universe’

  • The beauty brand launched its first gaming experience - choosing Roblox as the platform with their new activation, ‘Sol de Janeiro Universe’ - also built by Sawhorse

  • The experience will remain live through the month of February, where players can earn free UGC items weekly by participating in scavenger hunts & ‘sharing happiness & joy’ by giving compliments through the experience

  • At the time of publication, the activation had over 284K visits

  • Sources: Roblox / Glossy 

• Max Mara: Launches ‘Coats Adventure’ on Roblox

  • The Italian fashion company is leaning in on Roblox with the ‘Max Mara Coats Adventure’ experience

  • Players can solve puzzles to unlock clothing, complete actions to unlock color palettes, among other activities, to unlock free UGC wearable items

  • The experience was created in partnership with design studio We Are Muesli & game developer Poptropica LTD

  • At the time of publication, the activation had over 18K visits

  • Sources: Roblox / Max Mara / Fashion Network

Chain Reactions!

• Holograms: I’m intrigued by Hugo Boss’ hologram activation. There are a ton of cool visual plays that could be done with this technology from an outdoor branding perspective. With the excitement of a new tactic & low barrier to experience for a passerby, it seems like something you’d want to learn more about if you stumbled upon the visual due to sheer size. Digging around for some user-captured content, a large metal structure was erected that the image appears on - perhaps some more technical advances are needed to get this to the experience I expected. That said, it’s attention capturing none-the-less

• Roblox Continues Domination: There continues to be an avalanche of brands turning to Roblox - & why wouldn’t they? With the above experiences, which were only live for a handful of days, attracting 18K-284K visitors, the crowds are coming. In each of the experiences, you can notice the many other active participants jumping around to complete challenges to earn items. There are lots of opportunities to familiarize someone with your brand in an immersive, captive experience. I liked the visuals in the Sol de Janeiro experience & the showcase they had on products & sharing information about the brand

DISCLAIMER: This content does not contain investment, tax, legal, financial or other advice & is not intended to be used in this way. It includes the opinions of the author & is strictly for informational purposes. Please do your own research.