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LensCrafters engages customers via Roblox game

LensCrafters Roblox game
LensCrafters is expanding its presence in Roblox.

LensCrafters is launching the second season of a promotional experience on the popular Roblox immersive gaming platform.

The company, which is part of EssilorLuxottica and one of the largest optical retail brands in North America, is releasing “LensCrafters Eye Odyssey: World of Optics,” the second season of its Eye Odyssey series on Roblox, which has more than 300,000 users since its October 2023 debut.

The new season of the “Eye Odyssey” series enables customers to interactively assist Blinky, a friendly eye-bulb character, overcome challenges caused by prolonged exposure to screens and learn how to maintain healthy vision by adopting appropriate eye care habits. 

The latest iteration of the experience, with the LensCrafters tech-focused Palo Alto flagship serving as the backdrop upon entering, engages users via a dedicated pathway that opens to a fantasy map in which users can play five arcade-style mini-games.

The experience also features the creation and release of dedicated digital fashion and vision accessory items that can be redeemed at the end of the season.

For each mini-game, there will be a new dedicated area that will be activated the moment a game is released. The first game commenced with the launch of the second season and activations will continue with new mini-game rollouts in July, October and December 2024, concluding in March 2025.

The mini-games, which reflect some tests and aspects of a comprehensive eye exam, are not an official evaluation or assessment of someone's visual health or eye function. However, within the experience, users are recommended to have an annual eye exam to protect their eyes and visual health in accordance with the American Optometric Association and to schedule it online at their nearest LensCrafters location.

Based upon LensCrafters vision health guidance, people will be reminded during the experience through timed pop-ups to utilize "the 20/20/20 rule" to prevent digital eye strain -- every 20 minutes take 20 seconds and look 20 feet away (out the window, down the hall, or across the room). 

"We're thrilled to see the evolution of ‘LensCrafters Eye Odyssey’ with the launch of Season 2 on Roblox," said Alfonso Cerullo, president of LensCrafters. "With the success of the first season where we engaged with users on Roblox to drive awareness regarding maintaining healthy vision, we were able to connect with a new community through a fun interactive experience. The second chapter of the series gives the brand the opportunity to further educate this audience about vision health and its impact on overall well-being."

LensCrafters, the leading optical retailer in North America, was founded in 1983 and currently operates more than 1,000 stores in the U.S., Canada and Puerto Rico. The retailer opened its first Macy's location in April 2016 and currently has five flagship stores in New York City, San Francisco, Palo Alto and Toronto, its first flagship in Canada which opened in July 2023.

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