LensCrafters Eye Odyssey - Season 1

Concept creation and integral development of LensCrafters Eye Odyssey, an edutainment experience on Roblox aimed at bringing younger generations closer to the brand and the world of eye care.

Expertise

SOCIAL GAMING & VIRTUAL WORLDS

Industries

Fashion

The Project

LensCrafters Eye Odyssey, released at the end of October 2023, is the brand's debut project on Roblox and first step into a long-term journey that will bring LensCrafters and its licences to a whole new audience. Set inside a faithful representation of the Palo Alto flagship store, Eye Odyssey is a gaming experience that replicates the actual customer journey by guiding the user across the shop. Moreover, it is the first-ever virtual game to implement the "20/20/20 rule": every 20 minutes the game stops and users are reminded to look as far as 20 feet away for 20 seconds, a medical practice that prevents digital eye strain.

The Goals

During the planning and design phase of the project, the brand identified 3 key objectives to reach for its first experience in the Metaverse.

EDUTAINMENT

Teach and promote healthy eye care habits while providing an entertaining and engaging experience.

BRAND AWARENESS

Raise awareness around the brand across a generation of users which are not LensCrafters' typical target audience.

INNOVATION

Building an innovative experience that can provide users with new entertainment formats without disrupting the brand's image and values.

Our Strategies

Once the goals of the initiative were defined, we implemented a series of pre- and post-launch strategies that would enable us to achieve results in line with brand expectations:

1. Game Format

We developed an Obby-based gameplay, that is, an obstacle course divided into 10 levels that required the user to complete challenges and collect "eyes" (the game's currency) while discovering the store and its different areas. Through the 10 levels, which were associated with the 10 tenths of eyesight, the user helped Blinky, a cute companion in the shape of an eyeball, to improve the quality of his eyesight. Choosing this type of game allowed us to establish a grinding dynamic that kept users engaged and steadily increased the average time spent within the experience.

2. UGC Items

UGC items were the second key strategic element implemented in the game. We released 5 different free limited edition UGC accessories: the first 3 items were released in conjunction with the launch of the experience and could be won by completing specific in-game tasks, such as finishing the entire obstacle course. Instead, the other 2 items were released at two different times through a "gift pack" system, a common and effective mechanism on Roblox due to its immediacy. Combining these two strategies gave us the chance to attract both "grinders" and casual UGC hunters.

3. Influencer Marketing & Immersive Ads

Our third strategic choice revolved around marketing. In order to promote the experience, we collaborated with an agency specialized in Roblox and Metaverse activations and invested into two different funnels. First, we involved a pool of Roblox influencers to push the game through traditional social media channels such as Instagram, TikTok, and Youtube, publishing a variety of content formats (Reels, Shorts, gameplays on YT) which resonated well with the community. Second, we dedicated part of the marketing budget to Immersive Ads, a Roblox advertisement tool that allowed us to successfully target the American market as requested by the brand.

The Results

The first chapter of LensCrafters EyeOdyssey, which concluded in January 2024, achieved significant results in terms of both user appreciation of the experience and engagement generated. The infographic below summarizes the key KPIs of the activation and offers a clear perspective on the compelling trajectory taken by the brand ahead of the virtual projects to come in the near future.