“Those are relatively easy to pull off,” Donato said of limited-time activations. There are certain weeks, certain weekends and certain holidays that are going to be highly sought-after, and brands are going to need to really start to think ahead of the curve.” “The beauty of that is, you’re going to create this exclusivity that I think a lot of brands want, and you’re going to create what I believe is that scarcity play. “We really focus our in-game experiences around one-to-two-week experiences,” said Charles Gabriel, vp and head of global advertising for WildBrain Spark, a digital media company partnered with prominent Roblox developer Gamefam. Some experts believe that this type of Roblox activation currently offers the most value to brands. Unlike the first type of activation, these time-limited brand experiences come with their own dedicated branded spaces, such as the Ralph Lauren Winter Escape, which ran from Decemto January 3, 2022. Actually, Gucci made this transition - they had a fashion event that they were hosting in Florence, and they did a virtual version of it.” “They’re generally promotional in nature they last for weeks or months. “The next step up is what we think of as ephemeral experiences,” Donato said. The motorsports brand worked with Jailbreak developer Badimo to insert NASCAR vehicles into the experience. To activate inside pre-existing Roblox communities, brands have also partnered with established in-platform developers for collaborations such as NASCAR’s recent foray into the popular cops-and-robbers game Jailbreak. Many of the branded virtual items in Roblox are uploaded to the platform’s Avatar Marketplace, allowing players to use them freely throughout Roblox experiences.
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