All Eos wanted for Christmas was a celebrity partner for its first-ever Roblox activation. And, yes, it got Mariah Carey.
The skincare brand is sponsoring four performances by Carey in its Winter Wonderland in Roblox’s Livetopia, and is betting the self-proclaimed Queen of Christmas can drive both fan and customer engagement.
Eos is looking to take its success on TikTok and translate some of that into Roblox.
“Roblox had the dominant position [over other platforms] in terms of unique users and engagement,” said Soyoung Kang, Eos' chief marketing officer.
Eos was also noticing that Carey’s 1994 song turned annual tradition "All I Want for Christmas Is You" was resurfacing on TikTok as the holidays approached. When the brand learned that it would also be Carey’s first time in the metaverse, the partnership seemed like a “no-brainer,” Kang said. The goal is to have the combined Eos and Carey fan bases drive traffic to the activation and boost brand awareness.