Kickers, producers of a wide range of footwear and clothing, has reinvented traditional ‘back to school’ marketing with a new campaign that’s aimed at nurturing children’s creativity and self-expression by using Roblox.
The activation will introduce playful branding and cosmetics to titles on Roblox – the popular metaverse platform that amasses over 50 million daily players. In addition, players of other games who are also interested in footwear and fashion will have the choice of teleporting to the Kickers event via Dubit‘s portal network.
Simon Breckon, brand director at Kickers UK stated, “Fashion and back-to-school has always been synonymous with Kickers and this year we wanted to take it one step further. 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.”
Chief Commercial Officer at Dubit, 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 e-commerce 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.”
YouTuber Ruby Games, and streamer DfieldMark, are amplifying the virtual experimental campaign as well as through a special Kickers-themed eSports event with Dubit’s Metaverse Gaming League.
During the live stream with influencers, competitive gameplay and prizes for participants and spectators include brand new pairs of Kickers to wear back to school in real life, with players taking to a special Kickers catwalk to win a share of 500,000 Robux, worth $5,000.
Kickers footwear and branding have also been embedded into Fashion Famous and Shoe Simulator – two fashion-related games with millions of players. You can see tham as part of Dubit’s Metaverse Gaming Network.
Isa Muhammad is a writer and video game journalist covering many aspects of entertainment media including the film industry. He's steadily writing his way to the sharp end of journalism and enjoys staying informed. If he's not reading, playing video games or catching up on his favourite TV series, then he's probably writing about them.
