How Nike does marketing in Roblox Metaverse – Nikeland

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World-renowned sportswear brand, Nike, has tested the waters with blockchain technology by successfully launching NFTs at an event. After that, he ran into the Nikeland metaverse. Let’s see how it works so far:

Platform

Roblox is a global online gaming platform with lots of games. It’s 595e most valuable company in the world with a net worth of US$30.52 billion. With over 230 million active players and 32.6 million daily active players, Roblox presents an on-board community for brands looking to enhance their digital presence and connect with customers in creative ways.

Concept

Nikeland World is an outdoor sports theme amusement park designed with a metaverse experience. It is divided into several playgrounds, a lobby and an exhibition hall. There are various athletic sports such as football, basketball, rock climbing, lava floor and many more. Playgrounds have stadium-like experience sounds and are filled with mini-games. Players must complete various challenges to earn rewards. Using Reward Points, players can purchase Nike shoes, apparel, accessories, and merchandise for their avatar in the Showroom.

Source: Nikeland metaverse screenshot

Specials

Nike has planned a mix of online and offline promotions for its metaverse. He created Snapchat Lens to give a glimpse of the Nikeland experience at one of his retail stores in New York. Visitors were encouraged to use the Snapchat lens filter on their phones to play games, catch Easter eggs and create avatars in Nikeland. Visitors loved the augmented reality version of this sports-themed amusement park designed by Nike. In addition to announcements through a press release at the launch for media coverage, strong promotions were released on Facebook, Twitter and YouTube via videos. Nike has a dedicated NIKELAND on Roblox site on its official website to inform visitors of the latest developments, updates, safety measures and parental guidelines.

Source: Nike Twitter feed

Nike is big on promotions. He invited various sports celebrities to promote the Metaverse. During NBA All-Star Week, LeBron James visited Nikeland to inspire the community towards physical movement.

Current experience

Nikeland is an athlete’s paradise with tracks, fields, courts, a swimming pool, climbing walls and various activity areas available. Visitors can play games, chat with others in the metaverse, create their own games or buy gear for their avatars in the Nike showroom. Nikeland only accepts metaverse currency, which you can earn by playing games or in fiat currency.

I joined Nikeland in a female character avatar. This is a basic avatar with no Nike gear. The Metaverse design is pretty and functional. I especially liked the soccer ball shaped football stadium. As soon as you enter, instructions are displayed for navigating the metaverse. You can get around by running, jumping or flying on a hoverboard.

Currently, various field games such as track racing, football, basketball and lava floor are available. I played basketball and football to earn reward points. Both games were simple and I could easily earn coins and some badges as well. I unlocked some Nike gear such as a headband and shoes after completing some tasks given in the instructions. Using the reward points, I was able to purchase Air Force1 White shoes. These shoes showed an improvement in my avatar’s in-game performance in runs and jumps. In the showroom, I also bought a t-shirt using the “Robux coins” reward points.

The concept is simple and presented in an equally simplified form. For players, the ability to “just do it” is evident from each of the elements of the Nikeland metaverse. You feel the thrill of actively participating in sports and the joy of displaying the garlands when you earn rewards.

Hit

It was a bold move on the part of the brand to venture into the virtual world as early as 2019. This move, which was supposed to be a desperate publicity stunt, turned out to be a smart strategic step to connect with the new generation at their level.

Reach:

At the time of writing, Nikeland has over 19.6 million visits. They have 2455 members on Discord, the Facebook page has 8367 likes and the official Nike YouTube page has received 3.8 million views.

Commitment:

More than 114,000 players preferred it on the Roblox site. It has distributed rewards to over 9 million players.

Conversion:

Nike led the NFT market with $180 million in revenue from NFT sales. The brand’s NFT primary sales were $93.1 million, secondary market transactions were $67.54k with volumes of $1.3 billion and royalties were $92.25 million .

Nike NFT Sale Revenue Chart
Source: Dune Analysis

Nike nailed all aspects of innovation in technology and used a new marketing channel. All in all, if Nike expects to be able to translate this fun and exciting experience into real-world sales, it’s not wrong as I found myself checking out shoes on Nike’s online store after spending only an hour in the Nikeland metaverse.

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