Abstract
This study explores how leading brands manage and execute brand activations on Roblox, focusing on strategies that enhance engagement and challenges unique to the virtual environment of the Metaverse. Using a mixed-methods approach, including case studies and interviews with developers and target audiences, the research examines the essential elements that contribute to successful brand activations. The presentation addresses critical project management challenges, such as balancing brand identity with creative possibilities within Roblox’s technical constraints and fostering community engagement to build brand loyalty. Key insights reveal how brands navigate the limitations of virtual assets, develop meaningful interactions, and adapt their brand narratives to resonate with digital-native audiences. Findings from this research provide valuable guidance for brands aiming to effectively align their strategic objectives with the dynamic and immersive potential of virtual environments like Roblox, offering practical insights into managing digital activations that support both brand goals and user experience.
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
Design Management and Professional Practice
KEYWORDS
Roblox, Metaverse, Digital Brand Activations, Project Management
