Smart brands are always looking for new ways to reach consumers, and Clarks is taking it to the metaverse. The shoemaker is partnering with Super League — a leader in redefining the gaming industry as a media channel — to offer new content within the Clarks PlayPrints Simulator on Roblox. There, gamers can outfit their characters in the Clarks x Stranger Things collection through limited-edition User-Generated Creations (UGCs).
In the updated experience, Clarks will give away free versions of the Green Torhill Shoe and Upside Down Shoe via unlockables.gg. Users can also pay to acquire virtual hi-tops, hoodies, slippers, and shoes from the Clarks x Stranger Things collection.
The offerings are part of Super League’s unlockables, content that offers marketers the ability to reward users for engaging in targeted behavior on and off gaming platforms like Roblox, Fortnite, and Minecraft. Gaming fans sign up for the virtual avatar items at no cost, then compete in online quests to unlock rewards from their favorite creators and brands. In the PlayPrints Simulator, users compete in challenges, battle villainous plant life to save the world, earn Vines to unlock heroes, and team up with other players.
If it sounds frivolous, Super League President and Chief Commercial Officer Matt Edelman assures brands there is real-world reach in virtual reality. “Every day, the average member of Gen Z spends two and a half hours on Roblox, more time than is spent on any other digital platform. With Clarks, we are giving that deeply committed audience a compelling reason to consider making an e-commerce or real-world purchase, delivering a next-generation digital marketing solution that drives a clear business outcome,” he explains. “Roblox is the perfect platform to extend the reach of Clarks X Stranger Things Collection with special avatar items that honor the iconic show’s cultural imprint and empower consumers to help shape the future of virtual fashion and self-expression.”
This content update builds on Clarks’ Roblox strategic vision and partnership with Super League to engage on the platform. Clarks’ Roblox campaigns include CICAVERSE, PLAYPRINTS World, and PlayPrints Simulator.
