Since their launch in August, Invisalign’s Roblox activation has reached over 2M visitors. The fact that avatars in the metaverse typically have straight teeth didn’t stop Invisalign from creating an interactive hub in Roblox’s Livetopia, the game’s roleplaying world. Its virtual dentist office features an exam room and two mini games, Movie Night and The Big Game. In Movie Night, players “must channel the aligners in the theater in order to eat all of the snack options displayed,” and in The Big Game, “players are offered a choice of traditional braces or Invisalign aligners before joining a football game.” When they choose braces, they’re of course tackled immediately. YPulse research shows Gen Z is using Roblox more than any other gen, and while they generally aren’t the ones making purchasing decisions when it comes to orthodontics, the brand recognizes that “they do have influence over becoming users of Invisalign.” (Marketing Dive)
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