The news: At Advertising Week New York, Justin Hochberg, founder of Virtual Brand Group, shared insights on marketing in virtual platforms like Roblox, explaining how his company helps brands develop strategies, build experiences, and operate in these spaces to transform relationships with younger generations.
- Brands are creating immersive environments and selling virtual goods in digital spaces like Roblox, ranging from pop-up experiences in popular games to avatar clothing and limited-edition collectibles, with some virtual items even translating into real-world products.
- Hochberg shared success stories from Barbie and Forever 21. Barbie's Roblox activation dropped branded experiences into hundreds of popular games; the campaign generated 313 million engagements in 60 days. Meanwhile, Forever 21's virtual beanie became a bestseller, selling 15,000 units daily at $0.50 each, leading to a real-world product line. “This is the future of commerce,” Hochberg noted.