60th Birthday Celebration on Roblox

Superdrug have entered Roblox for their 60th Birthday celebration by integrating with three of the largest obby (obstacle course) experiences: Ultimate Easy Obby, Super Fun Obby and Easy Obby. Players can complete the course many times, unlocking the chance to spin the wheel with the possibility of unlocking a UGC item or power-up reward!

Players visited the Superdrug virtual store where they could take part in the Superdrug obstacle course game. Players who completed the obstacle course unlocked a code for a free bottle of shower gel they
redeemed in the real-world stores.

As part of the campaign, Superdrug is combining real-world products with in-game rewards by giving away 15,000 Superdrug Fruity Shower Gels to players who complete the experience.

RESULTS

Superdrug benefited from partner game awareness and footfall, but able to build a longer relationship with the players through deeper gameplay.

• 1.2M Total Obby Visits
• 170K UGC items given away
• 15K IRL Shower Gels Redeemed

COMPANY: Dubit