Clarks is back in the metaverse with the Roblox Playprints initiative
Clark’s returns to the metaverse starting Thursday with the release of Playprints World on Roblox in a new and, as it says, out of this world adventure. The company debuted on Roblox last year, and this new development focuses on a category the brand is known for – children’s shoes.
Based on the footwear brand’s Playprints collection, a series of ‘experience influencer activities’ will be coordinated and a new channel will be launched on YouTube Kids to view and follow the Playprints team’s ‘entertaining antics’.
It’s part of a reinvention of the brand under its new owners, taking what was once one of the most storied footwear names to embrace technology, innovation and newer marketing approaches.
Playprints World was created by Metaverse development studio Melon (which was just acquired by Super League Gaming). It offers fans the opportunity to “unlock magical missions in mystical lands”.
And since the ultimate aim is to sell more shoes, the participants will of course be supported by “Superpower Playprints sneakers” as well as the Playprints heroes in solving puzzles.
There is also an accessory-packed Clarks Crystal Cave virtual store to help dress up the avatars.
To celebrate this launch, the brand has teamed up with Bayy – a marketing and production agency run by women – to create a “unique experience for a select group of influencer families across the UK”.
A real Playprints mascot will arrive in a branded gaming truck and “give the kids a custom Clarks suitcase full of goodies, including the latest Playprints shoes.” Inside the themed truck there is also the opportunity to enter competitions and show off their skills in Playprints World on Roblox.
As previously mentioned, the brand first dipped into Roblox with the Cicaverse experience last year and has racked up more than 8.6 million visits to date. The company now wants to build on that and increase the size of its Roblox community.
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