Barbara Messing, the CMO of Roblox, told Insider that brand partnerships creatively push the envelope in the Roblox 'metaverse.' Presented by DellTech.
For global online platform Roblox, creative technology innovation is at the heart of everything the company does, according to Barbara Messing, Roblox's chief marketing and people experience officer. The companyas kids flocked to its"metaverse" filled with digital pets, virtual houses, and millions of games.
For example, last November Lil Nas X offered a first-of-its-kind virtual concert experience performed entirely within Roblox, which attracted more than 30 million users. And a partnership to promote the film"In the Heights" offered a virtual block party featuring a recreation of the movie's neighborhood in New York City's Washington Heights.
"Especially at a technology company like Roblox, it's all about how marketers can bring value by championing customer insights and sharing an outside perspective with the organization," Messing said."Then we can think about the technology tools that help accelerate our efforts." 1. Stay close to your company's mission and values.
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