“Makeup Your Mix” touts minigames, exclusive music, virtual makeup looks and the opportunity to explore the brand’s products in creative ways.
Dive Brief:
- Maybelline New York is targeting music and gaming communities with the launch of an interactive Roblox campaign, “Makeup Your Mix,” according to a press release. The effort was made in partnership with artificial intelligence (AI) music company Splash.
- Included in the effort are explorable virtual spaces including the Maybelline New York lounge and Graffiti Room where Roblox users can experiment with the brand’s products in unique ways, like using its Falsies Surreal Mascara to paint graffiti.
- The activation also showcases six makeup looks and offers consumers the chance to win Maybelline merchandise and clothing. Additionally, the brand partnered with virtual DJ Kai around the release of her latest song track, “Fantasy,” promoted with a limited-time activation and listening party.
