[Verso #38] VANS WORLD Case Study

Article?#38

"Vans World "?by? Vans & Roblox

• Industry: Fashion
• Web3 Enabler: Gamification
• Strategic Goals: #BrandExperience #Gamification #BrandEngagement
• Similar Project: Playchange ( Benetton Group )

3??POINTS TO REMEMBER

1. KEEP THE EXPERIENCE FRESH: It is important to not only launch an experience, but to continually update it to keep engagement very high and keep people enjoying and passionate about the brand
2. PERSONALIZED EXPERIENCE: Customers don't just want personalization; they expect it. And what could be better than providing it through a virtual experience? Online everything is easily customizable and brings the brand more engagement and, at the same time, lower custom item development costs than in reality.
3. FREE VIRTUAL MERCHANDISING: Giving away free virtual merchandising is a great marketing strategy, because it only costs the brand the development part, but once developed, endless copies of that item can be made, so it is much easier than in reality to make a wider audience of customers feel close to the brand by let them wear its items.

???WANT TO KNOW MORE????Read on

??THE COMPANIES

Vans is an American manufacturer of skateboarding shoes and related apparel, established in Anaheim, California, and owned by VF Corporation.

Roblox is an online?game?platform?and?game creation system?developed that allows users to?program?games and play games created by other users.?

??THE PROJECT

The project was launched in September 2021 and has the following features:

VIRTUAL EXPERIENCE

In Vans World, players can enjoy the sandy beaches, the iconic House of Vans and the skate park. They can hang out with friends and compete to see who can pull off the craziest tricks and face daily challenges.

CUSTOMIZATION

Customers can design their own virtual skateboard and Vans shoes to fit their style in real life.

VIRTUAL GOODS

Players can adorn their avatars with an exclusive collection of virtual Vans apparel and accessories. The more they play, the more items in the collection can be unlocked.

???EXECUTIONAL ANALYSIS?

The project foresees, from the launch:

• 104 million visits
• 7.2 min avg sessions length
• 12 million+ hours of engagement
• 91.5% user rating
• 239K likes

??FOOD FOR THOUGHT

Is providing a truly fun experience what customers want and what can lead brands to accumulate impressive reach and engagement? So is gamification the next step in brand experience and brand engagement?

Let us know in the comments!??

??ARE YOU INTERESTED IN A SPECIFIC TOPIC OR PROJECT TO ADDRESS??Let us know in the comments or send us an?email ????

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