In a groundbreaking move, NIVEA has ventured into the virtual realm, creating its first-ever experience within the popular Roblox gaming world. The beauty brand invites the Roblox community to embark on a unique skincare adventure with the launch of the innovative Tower Run game.
Developed by Jung von Matt’s JvM NERD division, in collaboration with their tech unit ALFR3D and London-based metaverse KPI specialist GEEIQ, the Tower Run game takes players on a journey up a tower visually inspired by NIVEA’s iconic packaging. The tower is set amidst creamy white clouds, reminiscent of the familiar blue NIVEA tin.
The gameplay is a delightful fusion of entertainment and skincare education. Each level of the tower represents a different NIVEA product category, including Face Cleansing, Deodorant, NIVEA Men, and Sun. As players ascend, they encounter obstacles related to these categories, such as steam turbines, lava grids, and laser beams. The challenge lies in overcoming these obstacles in classic Jump’n’Run fashion.
What makes the game truly engaging is the integration of NIVEA products as power-ups and boosts. Players can collect products like cleansers, deodorants, creams, and sunscreens during the run, adding an interactive layer to the gaming experience. The tower run is not just a race but an immersive journey through NIVEA’s diverse product offerings.
To make the experience even more rewarding, players have the opportunity to collect NIVEA coins during their run. These coins can be exchanged for various in-game items, enhancing the gaming adventure. Moreover, top-performing players stand a chance to claim limited and exclusively designed User-Generated Content (UGC) items. The first UGC release is an exclusive blue fleece hoodie designed by the renowned Roblox creator @Junozy.
NIVEA’s foray into Roblox is a testament to the brand’s commitment to authentic interaction with the global Roblox community. With over 70 million daily users in more than 100 countries, Roblox has become Gen Z’s go-to gaming platform, making it an ideal space for brands to connect with a diverse and engaged audience.
The Tower Run campaign is not just about gaming; it’s a strategic move by NIVEA to understand the Roblox community, platform dynamics, and ecosystem mechanisms. By providing an entertaining yet challenging minigame, NIVEA aims to foster genuine connections with players and generate valuable insights early on.
In conclusion, NIVEA’s ‘Tower Run’ is a pioneering campaign that seamlessly blends skincare education with gaming entertainment. As players climb the tower, conquer obstacles, and collect NIVEA coins, they embark on an immersive skincare adventure within the virtual world of Roblox. The fusion of fun and learning marks NIVEA’s innovative approach to engaging with audiences in the ever-evolving landscape of digital experiences.
