Specsavers Launches New Branded Obstacle Course on Roblox to Engage Gen Alpha
Specsavers, the leading optical retailer, has taken a bold step into the gaming space by launching the “Specsavers Obby,” a branded obstacle course game on Roblox. This innovative move aims to educate and engage the younger generation, also known as Gen Alpha. In collaboration with game development studio Dubit and social media agency Tangerine, Specsavers has successfully integrated its iconic brand into three popular Roblox games: Super Fun Obby, Chill Obby, and Ultimate Easy Obby.
The Specsavers Obby offers players a unique and interactive experience. Within the game’s five levels, players can interact with branded virtual items such as glasses, hearing aids, and even a Snellen Chart sandwich board. These limited edition items can be used to customize their avatars throughout the Roblox universe. In just the first five days of its launch, the game has gained significant popularity, with over 220,000 plays in the UK alone and more than 50,000 UGC items redeemed within ten hours.
What sets the Specsavers Obby apart is its incorporation of eye and ear-based obstacles, health messaging, and advice from in-game optometrists. Players must navigate through a maze using hearing cues to reach the exit. This immersive gameplay not only entertains but also raises awareness about eye and ear health.
Recognizing the immense potential and appeal of Roblox, Specsavers aims to connect with a demographic increasingly drawn to digital entertainment. Lisa Hale, the Head of Consumer PR, Brand Activation & Social Media at Specsavers, explains the motivation behind this collaboration: “We’re excited to get involved with the Roblox community and take our first step into the gaming world. This collaboration allows us to connect with younger audiences in an interactive way that feels completely natural to them.” With over 355 million monthly active users on Roblox, this partnership provides Specsavers with a valuable opportunity to engage and educate younger audiences, including Gen Alpha.
Matthew Warneford, CEO at Dubit, expressed his enthusiasm for the collaboration, stating, “Roblox’s immersive platform allows brands like Specsavers to authentically connect with notoriously hard-to-reach younger users, fostering meaningful interactions and experiences.” This sentiment is echoed by Mary Harding, Joint CEO at Tangerine, who recognizes the value of pushing boundaries and reaching Gen Alpha in their natural space.
In conclusion, Specsavers’ foray into the world of gaming through the Specsavers Obby on Roblox demonstrates their commitment to engaging the younger generation and promoting eye and ear health. This innovative approach combines the excitement of gaming with educational elements, creating a unique and effective way to spread important health messaging. By collaborating with industry experts and leveraging the immense popularity of Roblox, Specsavers is successfully connecting with Gen Alpha and making a lasting impression within the gaming community.
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