The initiative, carried out in partnership with Take4Games, will feature the brand’s actions in The Sims and Minecraft
La Roche-Posay announced its entry into the world of online gaming in Brazil, through its Anthelios UV Mune 400 Facial Sunscreen.
In partnership with Take4Games, the brand will carry out actions within The Sims and Minecraft games with an educational nature, seeking to highlight the importance of daily use of sunscreen.
“This initiative not only allows us to explore new horizons, but also gives us the opportunity to raise awareness about skin care among an even wider audience, especially when it comes to sun protection. Furthermore, being present in the gaming world is not just a strategy of specific marketing, a perennial way of connecting with new generations”, said Daniella Muniz, La Roche-Posay brand manager.
To mark the moment, the brand called on eight influencers to take part in the metaverse activations, which will be broadcast live from October to December, and is expected to generate a potential reach of 15 million viewers on gaming platforms, Twitch and on Youtube.
In The Sims, the La Roche-Posay factory and a Pop-up store for the brand were developed, which feature storytelling adopted for the digital campaign, as well as a call to action for purchasing the product on Amazon. In Minecraft, minigames were created to encourage the use of sun protection by players and there was also a laboratory to create the Anthelios UV Mune 400 product.
“L’Oral, through La Roche-Posay, gave us an incredible challenge, which will truly and significantly impact the gaming public through innovation. In this way, we co-created something that positions the brand within the electronic games scenario generating relationships with influencers and the public. This action goes far beyond a simple influencer campaign and not only portrays an insertion of the product within the games, but also provides a dynamic between product and consequence in the narrative, which characterizes the grandeur of the project”, explained Gab Araujo, executive at Take4Games.
