HomeJack Grealish Wear Gucci in Gucci Town Metaverse

Jack Grealish Wear Gucci in Gucci Town Metaverse

Gucci’s collaboration with Jack Grealish and Roblox to create Gucci Town, is another example how luxury brands reach out wider and younger audience in the Metaverse.

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Vie
Updated: March 26, 2023
Jack Grealish in Gucci Town

Gucci, the luxury fashion brand, launched a groundbreaking marketing campaign by bringing the English footballer Jack Grealish into their Roblox-based virtual world called Gucci Town.

This campaign was a first-of-its-kind collaboration between a luxury brand, a professional football player, and a gaming platform.  

Jack Grealish, the beloved Manchester City and England footballer can now be seen in the virtual world of “Gucci Town,” sporting the trendy Gucci “Good Game” capsule collection and a digital version of his signature headband.

Grealish was appointed a Gucci ambassador in April 2022, making him the perfect fit for this collaboration.

Jack Grealish in Gucci Town

The Campaign–to Promote the Brand Among the Younger Generation and Establish a Strong Presence in the Metaverse

The fashion brand launched this campaign by using Gucci Town, a virtual world created within Roblox. They collaborated with Jack Grealish, one of the most popular football players in the English Premier League, to promote their brand among the younger generation.

Gucci’s primary objective with this campaign was to establish a strong presence in the Metaverse, an emerging digital world where people engage with each other in immersive virtual environments.

The virtual avatar of Grealish is dressed in a stylish outfit from the brand’s “Good Game” collection, completely Gucci-fied. In the game, players can engage in a penalty shootout with Grealish and receive coaching from the footballer.

This exciting feature has put the spotlight back on the popular gaming platform.

The campaign was executed in two stages. In the first stage, Gucci created a virtual store in Gucci Town that featured Grealish as the face of the brand.

Players could purchase digital items like sneakers, hoodies, and accessories in this shop. In the second stage, Gucci hosted a virtual event featuring Grealish as an honored guest in Gucci Town.

Players could interact with Grealish’s avatar during the event, attend a virtual concert, and participate in other activities.

Jack Grealish in Gucci Town

How Does This Differ From Other Campaigns in the Metaverse?

Gucci has always been a leader in innovative marketing campaigns. But this campaign differed from anything they had done in the past.

Here are some of the key differences:

  • Gucci had never collaborated with a famous athlete, but it had already created a virtual world within a game.
  • The campaign was highly interactive and immersive. It allows players to engage with the brand in a way that was not possible before.
  • Gucci could appeal to a younger audience they needed help connecting with by featuring a famous footballer like Jack Grealish.
  • The campaign was a clear departure from traditional marketing methods, relying heavily on digital and virtual experiences.
Check out GUCCI introducing Jack Grealish in Gucci Town at Roblox

How Did the Campaign Perform?

The campaign was a tremendous success, as it helped Gucci achieve its goals of establishing a solid presence in the Metaverse. While promoting the brand among the younger generation.

Here are some of the results that demonstrate the success of the campaign:

  • The virtual store generated massive visits within the first week of its launch.
  • The virtual items sold out within the store’s launch.
  • The virtual event attracted a million players, and the concert had many concurrent viewers.
  • Gucci Town’s popularity grew significantly after the campaign, with new players joining the platform.
  • According to a statement by Gucci’s CEO, Marco Bizzarri, the campaign helped them reach a younger audience.

The unique collaboration between Gucci, Roblox, and Jack Grealish attributed to the success of the campaign.

By bringing together a luxury brand, a gaming platform, and a famous football player, Gucci created a highly engaging and immersive experience for its target audience.

Gucci Town

What Could Gucci Learn From Other Campaigns in the Metaverse?

Gucci’s collaboration with Jack Grealish and Roblox to create Gucci Town was a resounding success.

Both football fans and fashion enthusiasts well-received the campaign. While achieving its aim of increasing brand awareness and driving engagement.

Using Roblox as a platform to reach a younger audience was a smart move.

Jack Grealish, a popular footballer, helped generate interest and drive traffic to the virtual world of Gucci Town.

Using limited-edition virtual items and wearables was a great way to create difference and urgency among fans.

Although it is not Gucci’s first foray into Metaverse, it already has several campaigns, such as Gucci Vault featuring SupperGucci NFTs and Gucci Gardens in Roblox.

However, it could still learn from other campaigns, such as FIFA selling NFTs and collaborating with popular footballers.

Or from Under Armour, as it also collaborated with Stephen Curry, a popular NBA player, to promote the brand through selling NFTs and interacting with fans.

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