Superdrug has become the first health and beauty retailer to feature in Roblox, the virtual gaming platform.
The new ‘Superdrug Obby’ obstacle game on Roblox has been launched to celebrate the retailer’s 60th Birthday.
The game will be available to play from today for a limited time and will be made up of three games themed around some of Superdrug’s own brand ranges – ProCare, Fruity and Solait. The game sees players battle spinning electric toothbrushes, bounce across ProCare toothpaste tubes and fly across floss highwire, before moving on to the Fruity game. The Fruity-themed game will challenge players with fruity-shaped obstacles before they go on to vote for their favourite fruity flavour. The final game is a Solait summer and travel-themed obstacle game which quizzes players on their suncare knowledge.
On completing all three games, users will enter a virtual Superdrug store where they can explore the concept, listen to an in-store DJ, and get the chance to win Superdrug-branded UGCs to dress their avatar.
Users who complete all the games will receive a code to claim a shower gel of their choice in any Superdrug store.
Online Business, Customer and Marketing Director at Superdrug, Matt Walburn, commented: “For our 60th Birthday, we wanted to celebrate and engage with a demographic that is increasingly drawn to digital entertainment and so we are excited to partner with Roblox and take our first steps into the gaming world.
“The collaboration allows us to introduce a new generation to our brand and interact with them in a way which is more appealing and natural to them.”
Andrew Douthwaite, CCO of Roblox-owner Dubit, said: “We are excited to partner with Superdrug as they extend their 60-year celebration with a brand new integration on Roblox. Roblox’s immersive platform is perfect for brands like Superdrug to connect with younger audiences in meaningful ways.”
