The results from Roblox’s latest platform experience further shows the power of the gaming platform for brands interested in reaching gamers in the metaverse.
Warner Bros. Pictures’ new “In the Heights” movie musical from “Hamilton” creator Lin-Manuel Miranda and “Crazy, Rich Asians” director John Chu, is a favorite with streamers despite facing backlash for its lack of Afro-Latinx representation. It certainly hit a high note with Roblox players.
The “In the Heights” Block Party experience, which lasts until June 20, has seen 9.4 million visits since first officially launching on June 4. It has also been favorited by more than 100,000 players.
In a blog post, the experience promised to “bring the music, dance and Latin American culture of the film’s iconic Washington Heights neighborhood to the Roblox universe.” Players were invited to come and dance in a virtual representation of the film’s Washington Heights scenes, take part in painting murals like the characters in the show, watch behind-the-scenes videos such as a dance tutorial from the movie’s choreographer, Christopher Scott, and collect exclusive emotes and virtual items inspired from the film through mini-games and scavenger hunts.
The peak visitor count, of more than 108,000 concurrents, came through a special virtual flash mob dance that was planned on June 11 and ran on the hour throughout the day where players danced to the “In the Heights” theme song. The flash mob drew over 900,000 players, something that could never happened in the actual streets of Manhattan.