Happy Nation, the brand of Victoria’s Secret in the United States, has announced its debut on Metaverse with an immersive integration into Roblox. Integration has a Virtual Happy Nation Hub with three Obstacle Courses (Obbys), reflecting the core pillars of each themed Happy Nation, friendly to the planet, giving, and connected to the community.
The integration also includes a play-to-donate partnership with the benevolent partner Undies for everyone. Happy Nation was launched in April 2022 with preliminary details of plans to enter Metavers, the first for any brand within Victoria’s Secret family. As a fully digital brand for tweens, the Roblox platform’s Happy Nation Hub is a unique way that the brand plans to engage and inspire this core audience. According to a press release from Victoria’s Secret, Hubby lives in Beauvais, a popular role-playing experience at Roblox, and was created in collaboration with SuperAwesome, a kidtech platform that enables secure digital engagement with young viewers around the world.
Members of the Roblox community can find the Happy Nation Hub through a branded portal located in the main square of the Beauview experience. From there, they can access three OBs. ‘Friendly to the Planet’ Obi focuses on ecological and sustainable themes where Happy Nation bees pollinate flowers until they emerge in a place where competitors can jump on them to reach higher levels. This OB also includes a butterfly-directed labyrinth.
Happy Nation, the brand of Victoria’s Secret in the United States, has announced its debut on Metaverse with an immersive integration into Roblox. Integration has a Virtual Happy Nation Hub with three Obstacle Courses (Obbys), reflecting the core pillars of each themed Happy Nation, friendly to the planet, giving power and connecting with the community.
The ‘Empowered to Give’ OB is designed to encourage others to give so that participants can collect gifts for a non-player character (NPC) at the end of the game. According to Victoria’s Secret, ‘Connecting with Our Community’ is a friendship-themed OB, which encourages collaboration as community members work in groups of three to overcome obstacles, according to Victoria’s Secret.
The scheduled course can be explored in any order and involves running, jumping and solving puzzles while collecting Happy Nation rainbows to meet personal ‘happy meters’ along the way. Completely filling the meter results in celebration fireworks, speed increases, and double points for rainbow collection until Obby ends.
There is a Virtual Happy Nation Tote Bag Award for completing an OB. While in the hub area, visitors can view the Happy Nation capsule collection, visit the photo booth, relax in the outdoor lounge area, or visit the Wall of Happy, displaying the usernames of those who have completed the three OBs.
“The Happy Nation brand was launched to reflect the needs and values of General Alpha, with their parents in mind. Inclusion and environmental sustainability are central to who they are. As the most tech-savvy generation yet, we wanted to introduce them to Happy Nation in the digital space where they choose to spend their time, Metavers. This is a new population and environment for our company. Metaverse Integration is an exciting project for our team and it is a big step in our journey to be honestly involved with our Happy Crew and collaborating with great organizations like Undies for Everyone, providing new underwear for children in poverty or crisis. ” Susan Anderson, Creative Vice President of Happy NationSaid in a statement.
“The insecurity of underwear – the lack of adequate, clean and fitting underwear – is a growing problem in the United States and creates a challenging ripple effect for children who are often in crisis that can hinder success in the classroom and on the playground. Acknowledging the importance of basic needs, we are excited to partner with Happy Nation to provide new underwear to those most in need. ” Amy Weiss, executive director of Undies for AllSaid.
“Today’s pre-teen and twin listeners are coming of age at a time when immersive game and early metavers experiences are becoming increasingly well-established. These places are so popular because they allow gamers to express their identities, think critically, socialize and learn new skill sets. Happy Nations integrates with the bright, gender-free and fun Obis that creates a difference that makes a difference to other IRLs. The experience is innovative, entertaining and returns to a charitable purpose – all the key elements of a happy nation, “said David Cook, chief of The Christian Science Monitor’s Washington bureau. John Hamblin, Gaming Creative Director of SuperAwesamSaid.
Fibre2Fashion News Desk (GK)