EOS, the go-to personal care brand for Millennials, has consistently embraced creative and innovative strategies to connect with their customers through social media platforms like Instagram, TikTok, and other rapidly rising channels.
Together with Mekanism, they partnered with Roblox and Mariah Carey for an interactive holiday spectacular in Roblox’s Livetopia, the second-largest role-playing experience on the platform.
EOS wanted to establish their credibility among Gen Z and younger generations as they grow into their spending potential. But with the growing influence of gaming in the metaverse, Mekanism knew they had to go beyond traditional social media campaigns to stand out with this crucial demographic.
74% of people between the ages of 18 to 24 play video games, and Gen Alpha spends +60% more time on Roblox than watching TV. Additionally, 47% of Gen Z and 71% of Millennial gamers have made a purchase of digital merchandise during a live in-game event.
As the holidays approached, Mekanism also noticed that Mariah Carey’s 1994 hit song “All I Want for Christmas Is You”—which already garnered 1 billion+ streams as Billboard’s #1 greatest holiday song of all time—was completely taking over TikTok. Mekanism knew that Mariah’s relevance with young consumers was stronger than ever, and could further be amplified in the metaverse.
Mekanism and eos identified Roblox as the perfect venue for their activation. By launching during the month of December, they knew their new target audience would have more time to spend in-experience over the holidays. And who better to partner with than the Queen of Christmas herself?
On Roblox’s Livetopia, the gaming platform’s second-largest role-playing experience, Mekanism and eos debuted: eos x Mariah Carey’s Winter Wonderland. A virtual world was created for Roblox’s highly engaged gamers to interact with eos products while enjoying Mariah Carey’s musical performances, featuring a custom-branded stage in the shape of a giant eos round lip balm, and free digital items like headphones and backpack for fans.
Players were also given an exclusive digital eos microphone that they could activate to temporarily sign onstage with Mariah during one of her songs where she appeared as a 3D motion-captured replica of herself.
In keeping with Livetopia’s focus on exploring, creating, and spending time with friends, the immersive experience featured The eos Hub, a lip balm-shaped playhouse that showcased a wide range of eos products; and 4 unique interactive stages with portals transporting you to a gamified activation to collect free branded eos merch.
In order to raise awareness of this event, Mekanism applied a multi-channel amplification approach, including organic social content on both eos and Mariah Carey’s accounts, earned media outreach, and multiple in-Roblox customization options for players.
The dynamic experience outperformed in driving awareness and consideration with eos’ target Gen Z/Gen Alpha audience, and amplified their brand personality and product benefits while providing a chance to digitally interact with the Queen of Christmas.