Gap is launching a purchase free experience in Club Roblox, a role playing, user-generated world built on the Roblox gaming platform.
A collaboration with SuperAwesome Gaming, the Club Roblox Boutique resembles a Gap Teen store and includes a fashion show mini-game called Style Stage, juice bar and photo booth.
The game takes inspiration from the retailer’s summer campaign.
“We want Gap teens to feel represented and connected in an inclusive Gap world with an immersive and unique fashion experience that gives them the freedom to experiment with their individual style and be their true selves, both in real life and in this rapidly growing digital universe,” says Mary Alderete, Global Head of Gap Marketing.
“Engaging teens where they live and play in Club Roblox gives them another way to further socialize and express themselves in a new way.”
“This generation’s digital identity is quickly becoming as important to them as their identity in real life,” says Nick Walters, Managing Director at SuperAwesome Gaming.
“We are excited to bring our expertise in safe digital engagement with young audiences to help Gap launch a new immersive experience that will allow teens to connect with their favourite fashion brand in Club Roblox.”
“Just as with ‘in real life’ fashion, this partnership encourages players to be creative, express their digital identity and explore their unique style while having fun.”