Kickers UK has launched a back-to-school campaign through Roblox that aims to nurture children’s self-expression and increase their creativity. The collaboration with brands from many different industries on Roblox, which has 54 million daily users, proves how much the game industry has progressed.
The project took place in partnership with UK-based Dubit, founded by Adam Hildreth in 1999. The company has specialized in creating digital worlds since its establishment and has 129 employees according to its LinkedIn page. The main focus of the company is on Roblox, Minecraft and Core. In addition, last year, Dubit raised $8 million for Roblox esports events.
Announcing the campaign, Kickers UK Brand Director Simon Breckon said:
“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.”
Kickers’ products have been embedded in Roblox games called Fashion Famous and Shoe Simulator, which are part of Dubit’s Metaverse Gaming Network. This is in line with the company’s goal of footwear and brand awareness. Players will be able to try and own Kickers brand products in both games.
Andrew Douthwaite, Chief Commercial Officer of Dubit, 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.”
The campaign and its contents are currently featured by the famous YouTuber Ruby Games and streamer DfieldMark. Through various contests and events, viewers and players will be handed out 500,000 Robux worth $5,000 and Kickers shoes that they can wear on their way back to school in real life.