Clarks' Playprints World on Roblox is an Immersive Escape
Laura McQuarrie — May 26, 2023 — Marketing
References: clarks & ww.fashionnetwork
Clarks debuted on Roblox last year with a sporty, kid-friendly metaverse called The Cicaverse and in 2023, the brand is introducing a new immersive game on the platform called Playprints World. This game was named after the footwear brand's Playprints collection and it invites players to "unlock magical missions in mystical lands." Players will find that they get a boost on their adventures from super-powered Playprints sneakers. Within the engaging virtual world, players will solve puzzles and dress their avatars in the Crystal Cave virtual store.
As well as launching YouTube content and influencer activities, the brand is launching real-world activations like a branded gaming truck that shares custom Clarks suitcases containing the latest Playprints shoes and more.
With its first foray into the metaverse on Roblox, the brand had more than 8.6 million visitors to The Cicaverse, and Playprints World will help to engage even more Gen Alpha and Gen Z users.
As well as launching YouTube content and influencer activities, the brand is launching real-world activations like a branded gaming truck that shares custom Clarks suitcases containing the latest Playprints shoes and more.
With its first foray into the metaverse on Roblox, the brand had more than 8.6 million visitors to The Cicaverse, and Playprints World will help to engage even more Gen Alpha and Gen Z users.
Trend Themes
1. Kid-friendly Metaverses - Businesses can create immersive and engaging virtual worlds for younger generations to explore and discover brands in a fun and positive way.
2. In-game Brand Activations - Brands can promote their products by integrating them into the immersive environments of video games, offering consumers an interactive and unique experience.
3. Real-world and Virtual Integration - Businesses can effectively bridge the gap between physical and digital worlds by creating cohesive experiences that utilize both real-world activations and virtual worlds.
Industry Implications
1. Footwear - Footwear brands can create immersive and interactive virtual or real-world experiences that engage young consumers and promote their products in a unique and compelling manner.
2. Gaming - Gaming companies can partner with brands to integrate their products and create engaging, branded virtual experiences for gamers, offering a new level of immersion and interactivity.
3. Entertainment - Entertainment companies can explore partnerships with brands to create branded virtual worlds or in-game activations that enhance the immersive experience for their audiences.
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