Leading pet care brand Purina made its exciting debut on Roblox with its first-ever game on the platform, "Purina Arena Pet Racing."
Made in collaboration with St. Louis-based creative agency Paradowski Creative, the game makes the Nestlé-owned brand one of the first pet care companies to launch a branded experience on Roblox.
The multiplayer racing game lets players adopt, feed, and care for their furry companions to prepare them for real-time races across different urban and rural courses.
Players can also unlock exclusive accessories to customize both their human and animal avatars.
In a press release, Purina Senior Media Manager Megan Fougerousse discussed the brand's undying passion for the bond between people and their pets, as well as how Purina instilled that passion into an experience for the Roblox community.
"By blending Purina's expertise in pet health and wellbeing with the Roblox community's passion for pets, we've created an entertaining and educational experience," she concluded.
The game is now available to play on the Roblox website.
The campaign uses experiential marketing to create an immersive playable world within the realm of Roblox, a way for the brand to engage with its consumers and widen its audience reach.
By creating a family-friendly game with mass appeal, Purina found a new avenue to promote and scale its brand.
Off to the Races
A 30-second video gives viewers a quick preview of the game's content, featuring colorful and unique racetracks in different locales.
Cats and dogs of different breeds speed down the track and try on various combinations of outfits with their owners.
Purina branding features heavily throughout the game, appearing on many of the structures. Pets can also be fed Purina products.
Over the past few years, the platform has steadily grown to become one of the top gaming platforms with an estimated 70 million daily active users.
Launching an experience on Roblox has become a go-to move for brands looking to expand their online presence and target younger demographics.
Back in July, designer brand Coach launched its first virtual collection on Robolox's Fashion Famous 2.
Later in August, Roblox collaborated with Comic Relief U.S. and Nickelodeon for a campaign that aimed to spread kindness.
