Flaunt CEO Connor Kelley shares how brands are leveraging Roblox to grow loyalty programs.
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With real-world commerce coming to Roblox this year, there is growing excitement among brands to leverage the popular gaming platform to drive meaningful and measurable ROI. Thus far, most brand activations on Roblox have been focused on raising brand awareness with young consumers. But once brands can actually start selling physical goods on the platform, companies will have a much more straightforward way to drive revenue via the platform.
One company that's been building at the intersection of Roblox, brands and real-world results is Flaunt. They have done Roblox campaigns with Paris Hilton, Lamborghini and Bubly.
I reached out to Flaunt CEO Connor Kelley to share more about his work with Paris Hilton's 11:11 Media, which involved Roblox players earning free UGC items and Hilton Hotel points by completing an in-game quest and signing up for Hilton Hotel's loyalty program.
Stephen: What role did Flaunt play in this campaign?
Connor: With this campaign, Flaunt helped Paris Hilton and 11:11 Media bridge the physical and digital worlds by linking their partner's iconic loyalty program with Roblox. Leveraging our gamified loyalty campaigns solution, the team was able to securely verify age-appropriate Roblox fans who earned the Slivingland scavenger hunt badge and drive them to sign up for the partner's loyalty program in order to claim the free UGC item in game. The Roblox integration we've developed empowered Sawhorse to call our platform's APIs and issue UGC items to only the users who completed the required activities off Roblox.
What was the trickiest part of this campaign for you?
Connor: We're operating at the bleeding edge with brand new solutions we've only brought to market over the past few months, thanks to new capabilities at Roblox. Each new campaign has introduced slight nuances versus those before it, and this campaign was no exception. Pulling this off required air-tight collaboration between all partners, including Roblox. We are incredibly thankful for each of those partners and the way they've embraced us as we try to do things that have never been done before to help brands drive ROI on Roblox activations.
What do you think makes this campaign special?
Connor: This campaign represents the FIRST time a brand drove loyalty program signups as part of their activation. We've now entered a phase where brands are no longer satisfied with only measuring vanity metrics from Roblox and other gaming platforms. They need to measure the real world ROI, and we were able to help make that happen by driving bottom-of-the-funnel conversions and real business KPIs.
Beyond that, the buy-in from Paris Hilton herself and her brand partner was outstanding. The way each team leaned in and promoted this with elegant, iconic creative no doubt helped us collectively achieve what we have so far.
What should other brands learn from this campaign?
Connor: Roblox has been a phenomenal place for brands to start building relationships with a new generation of consumers for some time. Now, they can get even more value out of the platform and drive quantifiable, profitable behaviors. It's never been a better time to begin investing or double down on your investment in Roblox as an acquisition & loyalty channel.
Stephen Dypiangco is the CEO of Metaverse Marcom, a strategy and consulting firm helping entertainment and sports brands enter Roblox.