My Little Pony is promoting their new Netflix series with a Roblox game and Tripadvisor campaign. In order to attract young viewers to Netflix’s My Little Pony: Make Your Mark season two, they’ve created Visit Maretime Bay, a Roblox activation that lets players explore the show’s world through minigames, take selfies with the Mane 5 ponies, earn badges, and unlock limited-edition accessories. To make the game entirely kid-friendly (and give Millennial parents peace of mind), the chat function for this game is disabled and Roblox’s “premium currency Robux, has been replaced with an in-world crystal-based economy.” To further parents knowledge of the world, My Little Pony has partnered with Tripadvisor where “Maretime Bay is listed as a family vacation destination.” YPulse research shows that half of Millennial parents whose kids play virtual world games say those kids have spent their money on digital products, and 29% say their kids have spent their own money on digital products. (Marketing Dive)
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