Superdrug is the first health and beauty brand to launch on Roblox with a new branded game dubbed ‘Superdrug Obby’, tying up with the retailer’s 60th anniversary.
The game will be available to play from 29 May for a limited time and will be made up around some of the retailer’s own brand games including ProCare, Fruity and Solait.
Different “obbies” in the Procare level see players battle spinning electric toothbrushes, bouncing across ProCare toothpaste tubes and flying across floss highwire.
This will be followed by a level that lets players vote for their favourite ‘Fruity’ flavour and a final level which is a Solait summer and travel game.
Upon completing the final level, players will explore the concept store, listen to the in-store DJ and getting the chance Superdrug branded UGCs (user generated content) with which to dress their avatar. Meanwhile, those who complete all levels will receive a code with which they can redeem a fruity shower gel of their choice.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
“For our 60th Birthday we wanted to celebrate and engage with a demographic that is increasingly drawn to digital entertainment and so we are excited to partner with Roblox and take our first steps into the gaming world,” said Superdrug online business, customer and marketing director Matt Walburn.
“The collaboration allows us to introduce a new generation to our brand and interact with them in a way which is more appealing and natural to them,” he added.
Dubit CCO Andrew Douthwaite said: “We are excited to partner with Superdrug as they extend their 60-year celebration with a brand new integration on Roblox.”
“Roblox’s immersive platform is perfect for brands like Superdrug to connect with younger audiences in meaningful ways,” he said.
“We’ve loved working with the Superdrug team on this exciting project.”
