Hyundai and Vans are leaning into Roblox. As brands continue embracing the metaverse, Hyundai and Vans are the latest to launch digital experiences inside Roblox aimed at fostering connection with young people. The “Hyundai Mobility Adventure” is the first activation of its kind from a global automaker, featuring five themed parks, and Hyundai is also using the virtual environment to promote its Nexo hydrogen fuel cell crossover vehicle and its Ioniq 5 all-electric SUV. “Vans World” is taking a similar approach with an online skatepark venue where players can practice tricks and try on virtual gear. YPulse’s Clicking on Community trend data shows that 33% of Gen Z and 26% of Millennials say they find community in video games, and launching experiences inside digital platforms is one way brands can develop authentic relationships with young consumers. (Marketing Dive)
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