HomeVans “Vans World” in Roblox Metaverse

Vans “Vans World” in Roblox Metaverse

The “Vans Wall” campaign of Vans demonstrated how users can create their own style virtually and bring it into the real world.

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Vie
Updated: February 4, 2023

Vans and Roblox have partnered and created an interactive virtual skatepark, “Vans World”. The collaboration between Roblox and Vans is seeking to connect with young audiences where they spend the majority of their time. 

Vans World is a 3D environment within Roblox’s Metaverse, which consists of games and experiences.

The Campaign – Vans Offering Skateboarding Experience in Roblox

The collaboration is a joint effort between Vans and Roblox and created “Vans World“, a 3D environment. The virtual skatepark will allow Roblox’s 50 million daily active users to perfect their skateboarding skills. 

Users can also design their Vans silhouettes and purchase exclusive Vans gear directly from the virtual storefront. The site will feature a shoe customiser and a complete skate shop where users can build the perfect board.

The partnership between Roblox and Vans is unique in that Vans World will live indefinitely in the Metaverse, unlike one-off marketing stunts from other brands.

The Vans World campaign aims to tap into Roblox’s culture of self-expression and creativity. The mini-world was designed by Gang Stockholm, a Roblox game development studio, based on real-life Vans spaces such as House of Vans, a skatepark in London.

The Vans World experience will provide Roblox players with a realistic skateboarding experience and an opportunity to express their creativity through customising their own shoes.

Vans World differs from other past campaigns the brands have done as it represents a long-term and organic integration between Roblox and Vans.

The virtual skatepark will live on indefinitely in the metaverse. The collaboration also shows how brands are thinking about engaging with younger audiences in a more meaningful and long-lasting way.

The collaboration is unique and will live on indefinitely in the Metaverse, showing how brands are thinking about integrating with Roblox in a more organic and long-term way.

The aim is to tap into Roblox’s culture of self-expression and creativity by offering an interactive virtual skate park. The goal is to build a unique experience that evolves with feedback from the community.

Check out Sketch exploring Vans World

How Did the Campaign Perform?

The result of the campaign is still uncertain. However, the collaboration between Roblox and Vans represents a long-term and organic integration between the two brands.

It shows how committed they are to creating an experience to engage with the younger audience more meaningfully.

Vans not only let users and players spend money on virtual branded items but also gives them a chance to test the products virtually. Once users like the item and it suit their style, they can have it as a real thing.

The shoe customisation feature is based on the Vans website’s current offers. After players customise their shoes on Roblox, they can purchase them in real life.

Vans World campaign is a long-term game plan of Vans, just like how skate culture is deeply embedded with the brand. Vans have supported the skate culture for more than 50 years.

What could Vans Learn from Other Brand Campaigns in the Metaverse?

Vans World represents a new marketing approach, where brands seek to connect with young audiences where they spend most of their time.

The virtual skatepark will provide a persistent and interactive environment for users to engage with the brand and explore the Vans lifestyle.

VR technology allows Vans to create a unique and immersive experience, which is essential in today’s fast-paced and digital-focused market. This innovative marketing strategy is not only appealing to younger generations.

It also offers a new way for brands to connect with their audience and create meaningful relationships in the Metaverse. 

Vans could learn more from other brands’ campaigns that aim to build long-lasting relationships with their customers, such as Ralph Lauren and Hyundai.

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