Iconic school shoe brand Kickers is celebrating the start of the new school year with a campaign across Roblox’s metaverse, aiming to nurture children’s ‘self-expression and creativity’.
Kickers’ ‘back to school’ activation is set to run on the platform over the coming month, bringing ‘playful branding and cosmetics’ to popular Roblox games.
The first two weeks of the activation will be centred around influencer activity alongside a live streamed e-sports event, tied together by an overarching ‘back to school’ theme, whilst the following fortnight will transform into a ‘summer celebration’ starting 25 August.
Kickers shoes and branding has been integrated into the Fashion Famous and Shoe Simulator games, with players able to interact virtually with merchandise via Dubit’s Metaverse Gaming Network.
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“Fashion and back-to-school has always been synonymous with Kickers and this year we wanted to take it one step further,” Kickers UK brand director, Simon Breckon said.
“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.”
Dubit chief commercial officer, Andrew Douthwaite added: “It has been a pleasure working with Kickers UK on this activation, which demonstrates the potential for and diversity of experiential marketing in the metaverse.
“There is an increasing focus on brand uplift rather than purely ecommerce 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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