Nike Advertising in Roblox
Nike has created so called Nikeland in Roblox, where players can take part in various mini-games. The move is aimed at advertising the brand.
- Nike has started a cooperation with Roblox;
- As a result, Nikeland was created - a virtual land where players can take part in various mini-games;
- In addition, accessories based on famous Nike products have been added to the title.
It's not uncommon for video games to be used in marketing. The most obvious example of this are sports games, where we can see the logos of various famous companies all the time. Sometimes, however, advertising in games is not limited to just showing a characteristic brand logo. This is exactly the case. Well-known manufacturer of clothing and sports accessories - Nike - has once again (after 2019 and the Nike Air Max Day event) established cooperation with Roblox. As a result, this platform that enables us to create our own games and worlds, was used to create so-called Nikeland.
Nikeland is a virtual place that was set near the company's headquarters located in Beaverton, Oregon. Entrance to the area is completely free of charge. There are numerous detailed arenas where players and their friends can take part in various mini-games, such as "floor is lava" or knockout. Special periodic competitions are to appear on the occasion of important sports events, such as next year's World Cup in Qatar.
It is worth mentioning that mini-games available in Nikeland can be played using movement in real world, using mobile devices that can be waved to force our avatar to make certain movements.
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Taking part in activities in Nikeland, finding various finds and even preparing new games and arenas, will be rewarded with Blue Ribbons and Gold Medals. Thanks to the former we can get more materials to build our own locations. The latter unlock new virtual products for avatars. They can be outfitted with Nike accessories, both classics like the Air Force 1 and Nike Blazer, and new releases like the Air Force 1 Fountain and Air Max 2021.
It looks like Nikeland's creation in Roblox is a good move. After all, the platform is very popular (it boasts over 200 million monthly active users), which John Donahoe, Nike's current CEO, who previously worked for eBay, among others, is certainly well aware of. Analyst Sam Poser also applauds the decision. In a conversatin with CNBC he emphasized that this move will not only introduce young people to the brand early on, but also provide valuable information. Nike can see what kind of reception their new products may receive before they are officially launched.
For a definitive answer on whether Nikeland is a success, we will have to wait a little longer. After all, sometimes it turns out that the players shun third-party marketing in their favorite productions.
