American Eagle created an “AE Members Always Club” on Roblox to promote its spring campaign. Playing on the popularity of marketing inside video games, American Eagle created a “AE Members Always Club” on Roblox to show young people they “are always welcome” when it comes to interacting with the brand. Users can create avatars on the gaming platform’s digital world Livetopia, collect game items, and dress their avatars in American Eagle’s spring collection. The brand is also partnering with Snapchat (again) to allow consumers to try on clothes using augmented reality, and American Eagle is calling on young people to send in their ideas for local organizing—20 people will win $200,000 to go toward their ideas. YPulse research shows Roblox is one of Gen Z’s favorite apps, and it’s only growing as a destination for brands to market everything from fashion to food. (AdAge)
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