Nickelodeon wants to encourage kids to spread kindness in the real world—and in the metaverse.
Today, Comic Relief US announced its second annual Kids Relief campaign in partnership with Nickelodeon. Titled “Game to Change the World,” the interactive and virtual-to-real-world campaign aims to empower kids to do good deeds in reality and online.
As part of the campaign, kids can go on hybrid missions digitally on Roblox and in real life from Aug. 27 to Sept. 20.
The effort builds upon the Kids Relief initiative held on the gaming platform last year, where the charity joined forces with Wonder Works Studio to create a metaverse experience called "Solarpunk Simulator," as well as an online concert featuring TikTok artist BoyWithUke.
Comic Relief U.S. CEO Alison Moore emphasized the project's enhanced scale in a statement, calling Nickelodeon the perfect partner to drive awareness and donations.
She also discussed the importance of building safe virtual communities for children to interact.
This latest campaign utilizes experiential marketing to create immersive and interactive experiences within the realm of Roblox, engaging consumers with the brand.
By giving kids and families an opportunity to make memories online and in the real world, it's guaranteed to leave a lasting impression.
The campaign is divided into three phases open for both children and adults, with the first being a collaboration with two of Nickelodeon's licensed Roblox games.
From August 30 to September 13, kids can enter the Kids Relief Simulator multiverse to go on a scavenger hunt across different worlds, such as SpongeBob Simulator and Teenage Mutant Ninja Turtles Battle Tycoon.
Meanwhile, the campaign's second phase is a full music festival within the world of Roblox. Beginning on September 13, it features a stellar lineup of performers,
For the final phase, Kids Relief U.S. will partner with Nickelodeon's advocacy platform Our World to enable kids to organize local programs to help their communities, such as drives, collections, and volunteering programs.
This initiative underscores the massive marketing potential of Roblox, which is one of the most-played games in the world. Notably, the company reported over 32 million daily active users under the age of 13 in this year alone.
Earlier in July, the platform collaborated with Coach to launch the high fashion brand's first ever virtual collection.
That same month also saw the release of "Shrek Swamp Tycoon," made in collaboration with DreamWorks.
