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Shipt launches back-to-school promotion on Roblox

Shipt is promoting back-to-school shopping on Roblox.
Shipt is promoting back-to-school shopping on Roblox.

Shipt is aiming at millennial parents and their kids with a new digital experience on a popular immersive virtual gaming platform.

The same-day delivery and last-mile company, which was acquired by Target in 2017, is teaming up with online gaming developer Voldex to offer a back to school shopping immersion within Driving Empire, a racing experience available on the Roblox gaming platform.

Within Voldex's Driving Empire, users can take on the role of a shopper with Shipt to deliver popular items on customers' back-to-school lists, such as school supplies and snacks. Players will use a virtual Shipt app to claim orders for pick-up and delivery to customers, trying to beat the scheduled delivery time to earn in-experience currency and other virtual prizes.

This promotion is available through Sunday, July 23, 2023. Consumers can can log onto the Roblox platform and search for Driving Empire to play the Shipt back-to-school experience.

In addition to its first-ever immersive metaverse shopping experience, Shipt is also offering deals on supplies, snacks, household essentials and more now through Labor Day (Monday, Sept. 4, 2023).

"There is something so nostalgic about shopping for a new school year in stores," said Shipt chief marketing officer Alia Kemet. "As a mom to four children, I've had my fair share of back-to-school shopping experiences and they're often stressful and expensive - anything but nostalgic. Through this partnership, our hope is to bring the fun and connection back to a now busy shopping season."

"We are incredibly excited to announce our first brand partnership,” said Harry Bienenstock, head of marketing & monetization at Voldex. “We are happy to join forces with Shipt. By integrating the Shipt app into our experience, Driving Empire, we are bringing a new level of realism and interactivity that will resonate with our community on the platform. This partnership aligns perfectly with our commitment to pushing boundaries and providing unforgettable immersive experiences."

Roblox proves popular promotional platform

Shipt is not the only retail-related entity leveraging Roblox for shopping promotions. Fast—fashion retailer Forever 21 is offering the “Forever 21 x Barbie” capsule virtually on Roblox. Co-developed with Mattel, the collection features 76 pieces across a range of apparel categories.

In addition, The Home Depot is building an immersive metaverse experience for kids on the Roblox virtual gaming platform.The home improvement giant launched a new experience in the Roblox Redcliff City environment that challenges kids to collect virtual materials to build projects.

And specialty teen apparel retailer offers “Pacsun Los Angeles Tycoon” on Roblox. This global 3D immersive experience enables users to develop their own virtual map of Southern California, including initial builds in Downtown Los Angeles, Santa Monica, and Hollywood.

Headquartered in Birmingham, Ala., Shipt is an independently operated subsidiary of Target Corp. and available in more than 5,000 U.S. cities. 


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