CHANGING THE GAME: WE’VE LAUNCHED A SPECSAVERS OBBY INTO ROBLOX
Client
Specsavers
Department
Consumer
How do you reach the younger Gen Alpha audience and get them interested in ear and eye care?
In an exciting first for the optical industry, we recently launched the ‘Specsavers Obby’, a new branded obstacle course game and virtual merchandise giveaway on Roblox.
The Specsavers Obby is a revolutionary way for us to engage customers and immerse younger players into the world of eye and ear care. We worked with gaming studio, Dubit, to create an obby that would help Gen Alpha become more aware of issues like digital eye strain and myopia.
Specsavers has the expertise, the knowledge and the technology to help people who game elevate their game play by creating these ‘penny drop moments’ to show how healthy eyes and ears connect people to the world around them and help create a mor fulfilled game play.
By bringing the Specsavers brand to Roblox we can meet our audience (kids and their parents) in a new space where they choose to spend a large amount of digital time.
The fully interactive and bespoke obstacle course features eye and ear themed obstructions and an auditory maze, which encourages gamers to look after their most valuable piece of gaming equipment - their eyes and ears. Including educational elements alongside entertainment means we’ve been able to interact in a genuine and meaningful way, without feeling intrusive or negative about gameplay.
As part of the five Specsavers’ levels, players also have the chance to interact with virtual branded items. There are 10 limited edition Specsavers’ themed UGC (User-Generated Content) items to collect, including glasses, hearing aids and even a Snellen Chart sandwich board, which players can opt to equip their avatars with throughout the Roblox universe.
By utilizing interactive gaming platforms, such as Roblox, we’ve been able to tap into Gen Alpha in a way that feels completely natural to them, allowing us to create new avenues for promoting well-being in the virtual realm. This is an exciting new strategy, that demonstrates how channel consideration and authentic partnerships can drive positive sentiment and salience with brands.
For a limited time, gamers of all ages can join the Specsavers Obby via the following links:
● https://www.roblox.com/games/10760024537/Ultimate-Easy-Obby
● https://www.roblox.com/games/11364184405/Super-Fun-Obby-725-Stages
