How Nike Does Marketing in Roblox Metaverse — Nikeland
‘This article is a repost of a piece from Coin Crunch India. To know more details, read the complete story.’
The world-famous sportswear brand, Nike, tested waters with the blockchain technology by successfully launching NFTs at an event. Post that, it has been racing in the Nikeland metaverse. Let us see how is it performing so far.
Platform
Roblox is a global online gaming platform featuring many games. It is 595th most valuable company in the world with a net worth USD $30.52 billion. With more than over 230 million active players and 32.6 million daily active players, Roblox presents a community on the platter for brands that are looking to enhance their digital presence and get through to customers creatively.
Current Experience
Nikeland is a sports person heaven with tracks, fields, courts, swimming pool, wall climbing, and various activity areas available. Visitors can play games, chat with others in the metaverse, create their own games, or shop gears for their avatars at the Nike showroom. Nikeland accepts only metaverse currency, which you can earn by playing games or through fiat money.
I joined Nikeland in a female character avatar. It is a basic avatar with no Nike gear. The design of the metaverse is pretty and functional. I particularly liked the football-shaped soccer stadium. As soon as you enter, instructions pop up to navigate in the metaverse. You can move around running, jumping, or flying on a hoverboard.
Currently, various field games such as track race, soccer, basketball, and the floor is lava, are available. I played basketball and soccer to earn reward points. Both the games were simple and I could easily earn coins and certain badges as well. I unlocked a few Nike gear such as a headband and shoes after completing certain tasks given in the instructions. Using the reward points, I could buy Air Force1 White shoes. These shoes showed improvement in the performance of my avatar in the game in runs and jumps. From the showroom, I also bought a t-shirt using the reward points ‘Robux coins’.
The concept is simple and presented in an equally simplified form. For players, the ability to ‘just do it’ is evidently coming out in each of the elements in the Nikeland metaverse. You feel the fun of actively participating in sports and the joy of flaunting the swags when you win rewards.
Success
It was a bold move by the brand to venture into the virtual world as early as 2019. The move which was assumed to be a desperate publicity stunt turned out to be a smart strategic step to connect with the new generation on their level.
Reach: As of writing this article, Nikeland has had 19.6+ million visits.
Experience: 114k+ players have favorited it on the Roblox site.
Conversion: Nike aced the NFT market with $180 million in revenues from NFT sales.
‘Get a weekly dose of news around, across, and in the metaverse through my newsletter Oscillating in Metaverse. Subscribe to it now. This article is a repost of a piece from Coin Crunch India. To know more details, read the complete story.’
