We spoke with Victoria Strogonova, digital innovation researcher and Puma Lead Marketing Projects. We discussed how well-known global brands use the latest technology to promote their products. The article collected Puma cases in the Decentraland, Roblox and Minecraft metaverses.
Collaboration with Decentraland
The essence of the project was to support the designer Regina Turbina, who makes clothes in Web 3.0, and to become a part of the She Moves Us advertising campaign. The project was carried out by the Puma headquarters in Germany.
Puma supported Regina Turbina’s project and through it entered Decentraland. The designer has created a collection of digital clothing for the brand. It was sold through Regina’s crypto wallet, and all income from NFTs went directly to her.
The main task of Puma was to test the mechanics of the metaverses. As a result, with minimal investment, the brand received good PR — the audience coverage was 50 million people, and the project profitability was 700%. Puma counted coverage, mentions and media value. For example, the brand has received mentions in Vogue Italia and bloggers with millions of subscribers.
Gaming experience in Roblox
Puma built their own mini-city in Roblox with various challenges in which users could earn a cap, sneakers, or clothing from the brand. The project was designed for a young audience, since the target audience of Roblox is users under 16 years old. From April to July 2022, more than 1 million people visited the location.
The brand developed this project in collaboration with the American game studio Wonder Works Studio. The location is available to any user, and you can play three games in it:
- Endless Runner — rivals bypass obstacles, trying not to go out of the way and not get caught by the monster,
- Football Rush — you need to score a goal, using various techniques for this,
- Dodgeball — similar to a dodgeball game in the real world.
For those who want to know more cases of brand collaborations with the metaverses. The article collected the cases of Netflix, Coca Cola, Sotheby’s and Gucci.
Case in Minecraft
Puma also had a project in Minecraft. The target audience of the platform is the same as that of Roblox — up to 16 years old. In the game, the brand has released a small collection of clothes for characters — 20 exclusive skins. You could dress up your character in them and go on a special sprint map. This is a new location that was developed for the collaboration.
At Decentraland, Puma supported Regina Turbina’s project, a collection of digital clothing for the brand. The main task was to test the mechanics of the metaverses. As a result, with minimal investment, the brand received an audience coverage of 50 million people, and the project profitability was 700%.
In Roblox, Puma built their own mini-city with various challenges in which users could earn a Puma cap, sneakers or clothes. More than 1 million users have visited this location.
And in Minecraft, the brand has released a small collection of clothes for characters — 20 exclusive skins. You could dress up your character in them and set off on a special sprint map — a location designed for collaboration.
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