DVRS’ Phygital Series #2 - Benetton
gm Web3 enthusiasts ??
Welcome to the second episode of our series dedicated to phygital activations.
In the ever-evolving landscape of Web3, the lines between the physical and digital worlds are blurring.
In the previous episode, we explored how brands leverage physical elements to unlock virtual objects.
This week, we’ll shift our perspective.
We’ll be observing how digital activations can drive people to physical experiences.
(On this note, you might want to check out our newsletter about Flybondi if you haven’t read it yet.)
In this issue, we're diving into a case study that perfectly encapsulates this "phygital" phenomenon.
We're talking about the iconic fashion brand, Benetton Group .
Here’s what they did. ??
DVRS’ Phygital Series #2 - Benetton
WHAT
In June 2022, the renowned fashion brand Benetton made a bold move by opening its first virtual store on the popular gaming platform, Roblox .
This wasn’t just a digital storefront, but an immersive experience named PlayChange, which replicated the magic of Benetton's real-world stores and offered access to interactive gaming worlds.
When players completed the minigames, they received a voucher to be used in selected stores, therefore creating a bridge to the physical world.
WHO
This innovative activation targets the tech-savvy, younger generation of consumers already familiar with the metaverse and gaming platforms like Roblox, whose users are mainly aged 10-18 yo.
It's a strategic move to engage with a demographic that is increasingly blurring the lines between their online and offline lives.
As a global powerhouse in the realm of children's and teenagers' apparel, Benetton has crafted this engaging campaign to directly resonate with their young audience on their platform of choice.
However, the brand's sights are set not only on children but also on a broader demographic, potentially spanning from 14 to 25 years.
HOW
The creation of PlayChange was a collaborative effort between Benetton and dentsu Gaming.
They've crafted a virtual space that captures the essence of Benetton's real-world stores but takes it to the next level.
Visitors to the PlayChange store could explore three distinct gaming worlds: Pink It!, Green Adventure, and The Color Race, each representing a specific imaginary.
Completing these mini-games rewarded players with a virtual card that offered discounts at physical Benetton stores, creating a seamless phygital shopping experience.
Interestingly, PlayChange was impactfully preannounced during the Milano fashion week: Benetton's flagship store in Corso Vittorio Emanuele in Milan was colored in pink to recreate one of the three mini-worlds.
Again, it created a harmonious blend of the physical and digital realms.
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Finally, for the launch of the initiative, Luca Vezil and Gloria Schito , two fashion influencers, and Surry, a popular gamer, were involved.
WHY
Benetton's venture into gaming is a strategic move to stay ahead of the curve and engage with the younger generation in a space they are comfortable with.
It's a testament to the brand's innovative spirit and its commitment to exploring new avenues for customer engagement.
The power of gamification is at the heart of this initiative.
By transforming the shopping experience into an interactive game, Benetton is tapping into the inherent human love for play and competition.
This not only makes the brand more engaging and appealing to the younger demographic, but it also fosters a deeper emotional connection with the brand, enhancing brand loyalty and reputation.
Moreover, the initiative also aims to drive traffic to their physical stores, creating a unique omnichannel retail experience.
This seamless integration of the physical and digital realms exemplifies the brand's understanding of the evolving retail landscape and its commitment to meeting the needs of its customers in innovative ways.
Benetton’s activation reached 10 million users, who spent on average 3 minutes on its landing page.
In a testament to its innovative approach, Benetton's flagship store in Milan won the Innova Retail Award 2022.
This prize was bestowed in recognition of the store's pioneering concept that beautifully bridges the physical and virtual realms.
Unfortunately, no information on the number of vouchers used in the stores was disclosed.
Closing thoughts
Benetton's foray into the metaverse is a bold and innovative move.
It's a clear indication of how brands are leveraging the potential of Web3 to create unique, immersive experiences for their customers.
What makes Benetton's activation particularly interesting is its simplicity.
It's uncomplicated yet graphically pleasing.
It is admirable to bet on a simple yet well-conducted activation.
It shows how the mantra “keep it simple” could yield impressive results.
However, the success of this kind of venture largely depends on how effectively the brand can engage its target audience and seamlessly integrate the physical and digital aspects of the shopping experience.
While the initiative was promising, metaverse or gaming initiatives are not without challenges.
The metaverse is still a relatively new concept for many consumers, and the technical aspects of navigating these digital spaces could be a barrier for some.
Furthermore, the success of the initiative hinges on the continued popularity of platforms like Roblox.
What’s more is the choice of the platform in relation to the target.
As the boundaries between the physical and digital worlds continue to blur, brands that can navigate this new landscape will be the ones that thrive.
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