Abstract
In today’s rapidly evolving digital landscape, the Metaverse has emerged as a sanctuary for Generation Z, also known as digital dreamers. This demographic seeks immersive and enchanting experiences to transcend the chaos of their physical realities. This paper explores the potential of fashion brand activations on Roblox to fulfill this yearning for re-enchantment, drawing insights from mixed-method case studies of leading activations like Gucci’s Gucci Town and Nike’s NIKELAND. The research examines the emotional and cognitive responses of digital dreamers to these activations, shedding light on how they foster a sense of community, identity, and wonder. Key findings include the effectiveness of personalization, storytelling, and scarcity-driven engagement strategies in capturing attention and sustaining interest. This paper also discusses future trends, including the integration of real-world and virtual elements, and the role of generative AI in enhancing user experiences. By analyzing the dynamic interplay between technology and consumer engagement, the study provides a framework for brands to navigate the Metaverse effectively.
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
Metaverse, Roblox, Fashion Brand Activations, Digital Dreamers, Re-enchantment, Generation Z
