HomeTommy Hilfiger’s ‘Tommy Play’ in Roblox

Tommy Hilfiger’s ‘Tommy Play’ in Roblox

Tommy Hilfiger releasing TOMMY PLAY demonstrated how brands engage with users in an immersive ways.

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Updated: February 4, 2023

Tommy Hilfiger launched an immersive community space on Roblox called ‘Tommy Play’, the expansion of its presence in the Metaverse. 

The Brooklyn-inspired virtual space allows visitors to play mini-games and participate in stunt competitions. 

Users can win Tommy Hilfiger wearables while collecting Tommy Coins scattered throughout the space to trade for digital wearables.

The Campaign– To Engage With Consumers in an Innovative Way

Tommy Hilfiger and Roblox have teamed up to create a virtual space for their latest campaign. The virtual TOMMY PLAY store features digital wearables co-created with Roblox community creators, like Blizzei, StrapCode, Martin, and RynityRift.

The store displays large stone animal statues inspired by the Bronx Zoo and tags from local street artists, showcasing Tommy Hilfiger’s connection to Brooklyn street culture.

The virtual store offers Roblox users a unique and interactive experience, including a retail space, parkour, and a secret DJ booth for hosting parties.

The virtual space also reflects Tommy Hilfiger’s heritage and street culture through activities like BMX bike riding and urban exploration of subway systems.

This campaign differs from past Tommy Hilfiger and Roblox campaigns as it takes place in the Roblox Metaverse and offers a virtual retail store experience.

Tommy Hilfiger also has a virtual store on Decentraland, where users can purchase digital apparel for their in-game avatars. The campaign aims to offer unique brand experiences and engage with Roblox users in new and creative ways.

Check out Sharkblox exploring Tommy Hilfiger

How Did the Campaign Perform?

The campaign result is quite good, with 115,550 favourites from users and 30.2M+ visits according to Roblox up to date data. With Roblox’s 50 million daily users, Tommy Hilfiger has likely reached a large and engaged audience.

The virtual Tommy Play store offers a unique and interactive experience for Roblox users, which may have helped to increase brand awareness and engagement.

The launch of the Tommy Playspace on Roblox has expanded the fashion brand’s presence in the Metaverse. It also provides a platform for community members to play, share, imagine and socialize.

The virtual space will receive regular content updates, map expansions, and product launches created in collaboration with Roblox community creators and thought leaders.

What could Tommy Hilfiger Learn from Other Brand Campaigns in the Metaverse?

Tommy Hilfiger has expanded its presence in the Metaverse with the launch of its immersive community space, Tommy Play, on Roblox.

The virtual space reflects the brand’s street culture inspired by Brooklyn. It offers a platform for community members to play, share, imagine and socialize. 

The fashion brand’s presence on Roblox is part of a trend in reaching younger audiences in the Metaverse. Tommy Hilfiger could learn more with NikeRalph Lauren, and Gucci, these brands also launched their own virtual spaces on the platform.

These brands created immersive and engaging content to keep their customer coming back.

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