FASHION AND ESPORTS COLLIDE AS CHAMPION LAUNCHES CAPSULE COLLECTION WITH FNATIC – European Gaming Industry News

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Istanbul Grand Airport (İGA) and Anzu, the world’s most advanced in-game advertising platform, launched an in-game advertising campaign within Roblox to celebrate World Autism Awareness Day in Turkey . The activation was part of a larger campaign to educate children and teens about autism and social responsibility.

The innovative campaign transcended the digital and real worlds. Starting with holding workshops for children with autism and asking them to paint their imaginations, the images were later used as part of an exhibition at Istanbul Grand Airport.

To amplify the impact and interest of the works, they were animated and uploaded to AR digital platforms. Airport guests could then use AR technology to bring the designs to life during the exhibition. Additionally, many artworks have been turned into NFTs and sold to raise funds for the Turkish Autism Support and Education Foundation (TODEV).

Taking creativity to the next level and helping the brand reach children and teens across the country rather than airport visitors and travelers, İGA worked with Turkish advertising network Tooplay and Anzu to integrate the artworks of art in the Roblox metaverse gaming platform.

Roblox is a space where millions of gamers come together to create, share, and play games in immersive worlds. With over 20 million games and over 202 million monthly active users logging in to play, socialize, create, consume content, and interact with brands, Roblox is one of the largest gateways to the metaverse and platform. -preferred digital form for kids around the world, and that’s certainly true in Turkey, which is in the top 10 countries for the most Roblox developers and the most players.

Istanbul Major Airport leveraged Anzu’s non-disruptive in-game ads to reach thousands of children across Turkey by displaying artwork from many of the platform’s most popular titles, showcasing them on 3D objects in-game, including roadside billboards and the side of buildings. .

The campaign, which ran from March 29 to April 3, 2022, generated almost a million impressions, allowing Istanbul Major Airport to reach thousands of young players to help spread awareness of the autism in a natural and engaging way in a brand-safe environment.

Mertcan Tanaydı, Head of Social and Digital Media at Istanbul Grand Airport, said, “Being able to bring kids’ designs into the Roblox metaverse was an amazing feat. He took our campaign to new heights, giving it national visibility across Turkey and beyond our borders. Roblox was a natural way for us to reach kids with this incredibly important awareness campaign and help them learn from others their own age. Going forward, we’ll be looking at in-game advertising as a robust, powerful, and non-disruptive way to reach gamers where they are – in their favorite games! »

Betül Gül, Senior Account Manager, Anzu, said, “The game is a great way to raise awareness and educate children. We’ve seen countless examples of brands leveraging this highly engaging form of entertainment, from building their own Animal Crossing islands to Fortnite takeovers to sponsored streaming.

The difference with Anzu’s in-game advertising solution is that it allows brands to quickly and easily enter the world of gaming to reach millions of gamers directly from their favorite mobile, PC, console and Roblox titles. It was amazing to see the success of the Istanbul Grand Airport campaign, and I look forward to working on similar projects as brands around the world continue to realize the potential of in-game advertising.

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