Invisalign, the maker of removable orthodontic retainers, has created an interactive hub in Roblox, a global gaming platform.
Through a partnership with Publicis Groupe, Starcom and strategic consulting firm IF7, Invisalign finally opened the doors to its interactive dentist's office in August this year.
The role-playing Roblox world called Livetopia hosts the interactive dentist’s office where players can come and explore Invisalign’s dental clinic, including different exam rooms and two mini-games.
“Movie Night” and “The Big Game” were designed to instill confidence and help adults and children alike overcome fear and anxiety, and inspire them to take a more proactive role in maintaining their dental health.
“We’re on a 25-year mission to transform orthodontics. So, it’s critical that we are able to connect consumers to the prospect of improving smiles and changing lives,” said Raj Pudipeddi, chief marketing officer at Align Technology, owner of Invisalign.
“As a market leader, it’s absolutely imperative we pioneer these things. We’ve got to experiment with new approaches.”
Brands often have to find innovative ways to stand out from the crowd or appeal to new and untapped audiences. That is precisely what Invisalign has done with its Roblox interactive hub and the two mini-games.
Since the launch of the hub, 2.1 million players have entered Invisalign’s office in Livetopia.
“Movie Night” allows players to eat popcorn, corn on the cob and gum while wearing their Invisalign braces, something that’s strongly discouraged when wearing regular ones.
“The Big Game” puts players on a football field and gives them a choice between traditional braces and Invisalign. Unsuspecting players who choose the former will get tackled as soon as they enter the field, while those who wisely pick the latter will score a touchdown.
As is often the case with brands advertising in video games and the metaverse, there was a host of prizes for participants.
Games have already awarded 70,000 million uniforms to the winners, as well as digital coins they can use to purchase Invisalign-branded outfits.
Besides alleviating fear of the dentist, the clever marketing campaign aims to spark interest in Invisalign braces and initiate a conversation with a licensed professional.
“The only way our product works is when a doctor examines a patient, scans the patient and develops a plan,” Pudipeddi said. “Seventy percent of orthodontics wearers have wires and brackets. We’ve got to initiate a dialogue that said, ‘I can transform my smile in a much easier way.’”
Campaigns such as these can help people, especially children, overcome negative associations they might have with healthcare professionals, paving the way for a healthier tomorrow.
