Creating Authentic Experiences

The main story

Skateboarding apparel company Vans introduced a virtual skatepark in its endeavor to capture a new target demographic.

On Tuesday, Vans launched Vans World, a 3D skatepark available through the online gaming platform Roblox.

Through the collaboration, Vans has integrated its brand into an environment where users can customize shoes for their avatars and purchase the exact pair online.

Other companies have partnered with Roblox for concerts and events, but Vans World is intended to be an ongoing commitment by the company.

In the year 2020, half of U.S. children under the age of 16 played games on Roblox.

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Teachable Moment

Short-lived marketing campaigns and gimmicks aren’t unheard of when targeting new audiences.

Van’s commitment to the platform with this approach earns itself a badge of authenticity towards a new generation that smells b.s. a mile away.

It shows us not just to offer another product or service but to engrain ourselves into the overall experience.

When you have skin in the game, you learn more and ultimately have a larger influence.