National Rail has immersed itself in the virtual universe of Roblox with a branded transport system in a first-of-its-kind initiative for the gaming world.
Led by Spark Foundry’s specialist gaming proposition – Publicis Play – the campaign features players being able to go into 16-25 National Rail-promoted train carriages.
Users will then be able to be transported to other worlds within the game, and fully interact with a train conductor to learn more about the benefits of the 16-25 railcard.
Working alongside its creative agency Accomplice, the campaign was designed to capture the attention of students across the country looking to save money on train trips as they make travel plans for the new term.
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“As thousands of students begin or return to university this September, we want to show that a 16-25 Railcard is a must-have for the new term,” said National Rail head of marketing at the rail delivery group, Catherine Lyver.
“Roblox is a brilliant way to reach this audience with our message, putting it front of mind for students looking to make a saving.”
Spark Foundry business director, Tom Higgins said: “Gaming is a core channel for National Rail’s target audience, and with 1.5m Roblox users in the UK each year, this campaign is a great opportunity to drive scale in an often-un-tapped space,”
“This audience is exposed to a huge amount of brand messages in the build-up to going back to university and we wanted a campaign that could cut-through the noise; Roblox provides the perfect opportunity to do just that.”
National Rail is not the only brand to team up with Roblox. Last year, language-learning app Duolingo teamed up with the gaming universe for an immersive activation.
1 Comment. Leave new
Seeing how embarrassingly bad the quality of the game is, I’m worried for the British.