Access all areas: Nikeland

Recently rolled out on Roblox, sports company Nike has created a free-to-access digital HQ inspired by its real-life working environments to give its fans a more informative experience and understanding of its operations. This comes as global companies recognise the power and benefit of being more transparent in the digital realm, while giving a new-generation insight into the world of work through platforms that are familiar to them.

Indeed, Nikeland’s wider ambition is to democratise access to the world of sport and turn sport and play into a lifestyle. Through its metaverse setting, Nike shows how game play and experiences can inspire real-life physical activity. Roblox users, for example, can compete in various mini-games within Nikeland that they can also play offline, such as tag, the floor is lava and dodgeball, while their mobile devices can be used as accelerometers within game play to inspire physical movement as they play virtually.

Creative feedback: Goat

As explored in Feedback Frontiers, two-way conversations and interactions between brands and their customers are helping to inform and improve not just customer service, but also product development and marketing campaigns. For Goat, a retailer of cult fashion, sneakers, jewellery and home furnishings, the creation of a proprietary digital space for Black Friday offered instant insight into which items, design cues or trends are resonating with shoppers.

Called Spaces, Goat encouraged Black Friday shoppers to curate digital moodboards of their favourite or most wanted items on the platform, within three purpose-built virtual realms – a Convenience Store, an Outlandish Garden and a Gothic Cathedral. Based on their curated digital spaces, Goat awarded a number of shoppers with their dream edit or credit to spend on the platform, but the curation provided by its own customers is likely to have been valuable to Goat buyers and merchandisers in understanding the motivations of its audience.