Tommy Hilfiger is expanding its gamification strategy with a new Web3 experience called Tommy Play. After successful collaborations with Animal Crossing and Roblox, the brand aims to strengthen its presence within the online gaming realm. Tommy Hilfiger’s initial foray into Roblox involved a collection of virtual clothing, which allowed the brand to tap into the energy of gamers and promote its collections on the popular gaming platform.
Tommy Play takes things a step further by recreating elements of Brooklyn, New York within the virtual space. The focus is on capturing the street culture heritage of Tommy Jeans, with subway stations and graffiti-covered walls designed by real artists. This representation of the physical world within the game creates a strong connection between the virtual and real worlds.
Within Tommy Play, players can engage in various activities such as mini-games, treasure hunts, cycling competitions, and more. They can also exchange Tommy Coins for exclusive items like helmets with superpowers or Tommy Jeans clothing. The brand has promised regular content and product updates throughout the summer to keep the experience fresh and exciting for players.
Tommy Hilfiger’s ambition with Tommy Play is to actively engage with the Roblox community in a more immersive way compared to traditional social platforms. The brand recognizes the power of this gaming platform and its ability to connect with a large audience. By embracing the Web3 strategy, Tommy Hilfiger aims to navigate the luxury universe of Roblox and provide players with a digital facet of the brand.
It’s worth noting that Tommy Hilfiger is not alone in its exploration of Roblox’s potential. Gucci recently launched its own virtual city within Roblox, showcasing the increasing popularity of these virtual experiences within the fashion industry. This trend highlights the growing importance of online gaming platforms as spaces for brand engagement and creative expression.
Useful links:
1. [Tommy Hilfiger – Tommy Play]()
2. [Gucci’s virtual city in Roblox]()
