Man City x Roblox
A large-scale Roblox experience built around a live sticker-collection scavenger hunt, designed to activate Gen-Z football fans and convert play into Cityzens loyalty sign-ups. The experience blended engaging gameplay, dynamic brand storytelling, and real-time match integration to drive sustained engagement.
My Role
The Goal:
Create a platform-native experience that deepened engagement with existing City fans, attracted new audiences beyond traditional football marketing channels, and used gameplay, competition, and rewards to make Cityzens Membership sign-up feel like a natural part of play rather than a forced step.
The Challenge
Design an experience that reacted to live match data, triggering in-game events and exclusive content drops when goals were scored and deliver this reliably at massive scale while navigating Roblox’s restrictions on directing players off-platform into the Cityzens Membership flow.
The Result
The campaign achieved deep engagement through a reward-led competition mechanic that drove repeat plays and urgency, resulting in 56.9M unique players, 75.4M total plays, 301M brand impressions, and over 6,000 Cityzens Membership sign-ups at scale.
