In celebration of its 60th birthday, health and beauty retailer Superdrug will be launching Superdrug Obby on Roblox, engaging players with a branded obstacle game. For a limited time, the game will be available to play, challenging Roblox users to put their skills to the test with themed experiences based on Superdrug’s own-brand ProCare, Fruity and Solait ranges.
The experience begins with the ProCare obstacle game, where players must avoid spinning toothbrushes, bounce on toothpaste tubes and balance on highwire floss before advancing to the Fruity game. The final game is a travel-themed experience that gets players to recall what they know about keeping their skin safe and protected in the sun.
After completing all three games, users gain access to a virtual Superdrug store, complete with an in-store DJ and the chance to win branded items for their avatars.
Metaverse Obstacle Games
The Superdrug Obby on Roblox Challenges Players with Branded Games
Trend Themes
1. Branded Gaming Experiences - Leveraging popular gaming platforms like Roblox for branded obstacle games boosts user engagement and brand affinity.
2. Gamified Marketing Campaigns - Creating limited-time, skill-based challenges within virtual worlds incentivizes consumer interaction and enhances product awareness.
3. Virtual Retail Spaces - Integrating interactive, reward-based virtual stores in games provides a novel way to drive digital traffic and promote brand products.
Industry Implications
1. Health and Beauty Retail - Retailers in the health and beauty sector can explore new customer engagement avenues through immersive, branded virtual environments.
2. Gaming and Online Platforms - Companies in the gaming industry have the potential to partner with brands to create unique, experience-driven content that captivates users.
3. Marketing and Advertising - The marketing and advertising industry can benefit from innovative, gamified initiatives that drive consumer participatory advertising.