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Vans Revamps Roblox Activation with ‘Phygital’ Maneuver

Dive briefing:

  • Vans is building on the success of its first Roblox activation with the launch of Vans World 2, according to information shared with Marketing Dive.
  • Visitors to the digital space will have the chance to experience the Mixxa, Vans’ new shoe, before it hits the real world on July 18. The brand says it’s the first shoe to hit Roblox before it’s available in real life.
  • The virtual space places a strong focus on skateboarding, which plays a central role in Vans’ brand identity. The first Vans World launched in 2021 and reached 100 million visits last year.

Diving insight:

After the first edition of the Vans World activation was successful on Roblox last year, the footwear brand took a more international approach to creating the setting this time around, expanding beyond Southern California to locations like Tokyo and Paris.

Vans is also testing the waters for virtual launches of real products by giving Roblox users a first look at a new shoe, the Mixxa. Vans World 2 was developed in collaboration with developer studio The Gang.

“There are countless brand experiences on the platform, but as we transition to a new way of delivering brand stories and experiences in a phygital way, we approached The Gang to create a next-generation game that elevates skating in the digital world with elements that represent the progression of skateboarding in the real world,” said Drieke Leenknegt, Vans Global Chief Marketing Officer, in a statement.

This move reflects how brand marketers more broadly are establishing their presence in the marketplace. Roblox to the next level by experimenting with new ways to engage users and bridge the gap between virtual and real worlds. Beauty brand Elf is testing real-world commerce on Roblox Using technology, Walmart and Ikea are reimagining remote work with paid positions for its Roblox shop, in two such examples.

What hasn’t changed for Vans World is the focus on skateboarding. Players can perform new tricks to unlock locations and earn points for avatar customization. A free, limited-edition avatar emoticon will be available to celebrate skate tricks.

The activation comes as the Vans brand continues to struggle. In a Q4 earnings call, parent company VF Corporation noted that the direct-to-consumer segment saw a low double-digit decline, led by Vans. Continuing to engage younger consumers on Roblox, particularly through a digital shoe drop, could help boost the direct-to-consumer pipeline.

Roblox is a go-to for Vans as it tries to deepen its connection with younger consumers. Last year, the brand partnered with Gucci for a scavenger hunt that encouraged consumers to explore both brand spaces.

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