DICK'S Sporting Goods launched an interactive School of Sport experience on Roblox that invites young players to put their skills to the test with a variety of challenges, quests and "obbys," or obstacle courses. There are six virtual spaces for players to explore and they are all set within DICK'S Sporting Goods High, which is styled like a real-world high school setting.
Elements of the brand's Sport Your Style back-to-school campaign are incorporated into the School of Sport experience, most noticeably in The Locker Room.
The metaverse is the future for Gen Z and Gen Alpha and Roblox is the premier destination for a wide range of experiences, especially when it comes to connecting with favorite brands for the back-to-school season.
High School Metaverses
School of Sport is an Interactive Experience from DICK'S Sporting Goods
Trend Themes
1. Interactive Metaverse Experiences for Gen Z and Gen Alpha - The rise of metaverse experiences as an innovative and immersive way for brands to connect with younger generations, with opportunities to integrate in-brand campaigns in virtual spaces.
2. Virtual Skills Testing and Obstacle Courses - The utilization of virtual obstacle courses and challenges in brand campaigns which engage young players and provide a unique and innovative experience for customers.
3. Real-world Brand Spaces Within Virtual Settings - The incorporation of real-world brand elements in virtual settings to create a seamless and interactive brand experience that encourages brand loyalty.
Industry Implications
1. Sporting Goods - The integration of virtual experiences as a way to build brand awareness and engage with younger audiences, while also promoting active lifestyles and encouraging the use of sportswear.
2. Retail - The utilization of interactive virtual experiences as a marketing strategy to build brand awareness and customer engagement during seasonal campaigns such as back-to-school.
3. Entertainment/gaming - The incorporation of branded spaces in immersive virtual experiences for an integrated and innovative brand experience for players, with opportunities for partnerships and collaborations between content creators, brands, and gaming platforms.