Nonprofit organization Comic Relief U.S. has teamed up with Nickelodeon to encourage kids to be kind to one another, both in real life and online.
Together, the brands launched "Game to Change the World," a hybrid campaign that takes place both on the popular online game Roblox and in the real world.
The effort builds upon the Kids Relief initiative held on the gaming platform last year, where the charity joined forces with Wonder Works Studio to create a metaverse experience called "Solarpunk Simulator," as well as an online concert featuring TikTok artist BoyWithUke.
Comic Relief U.S. CEO Alison Moore emphasized the project's enhanced scale in a statement, calling Nickelodeon the perfect partner to drive awareness and donations.
She also discussed the importance of building safe virtual communities for children to interact.
"For us, gaming is a huge opportunity to create little magical moments to connect, and I think that’s the right things for most brands," she said.
Best known for organizing the annual fundraising campaign Red Nose Day, Comic Relief has brought joy and laughter to the public since its inception in 1985.
This latest campaign utilizes experiential marketing to create immersive and interactive experiences within the realm of Roblox, engaging consumers with the brand.
By giving kids and families an opportunity to make memories online and in the real world, it's guaranteed to leave a lasting impression.
Family Fun on Roblox
The campaign is divided into three phases open for both children and adults, with the first being a collaboration with two of Nickelodeon's licensed Roblox games.
From August 30 to September 13, kids can enter the Kids Relief Simulator multiverse to go on a scavenger hunt across different worlds, such as SpongeBob Simulator and Teenage Mutant Ninja Turtles Battle Tycoon.
View this post on Instagram
Moore highlighted the universal appeal of the two properties, which inherently believe in young people as creators of change in the world.
Kids Relief Simulator also features several surprise guest appearances, with David Tennant and Maitreyi Ramakrishnan of Netflix's "Never Have I Ever" as a pair of wizards that guide players on their quests.
View this post on Instagram
By participating in these collaborative quests, kids can learn the value of kindness and working together, and putting these into practice.
Meanwhile, the campaign's second phase is a full music festival within the world of Roblox. Beginning on September 13, it features a stellar lineup of performers, including:
- Alexander Stewart
- Conan Gray
- d4vd
- Imagine Dragons
- Poppy
For the final phase, Kids Relief U.S. will partner with Nickelodeon's advocacy platform Our World to enable kids to organize local programs to help their communities, such as drives, collections, and volunteering programs.
This initiative underscores the massive marketing potential of Roblox, which is one of the most-played games in the world. Notably, the company reported over 32 million daily active users under the age of 13 in this year alone.
Earlier in July, the platform collaborated with Coach to launch the high fashion brand's first ever virtual collection.
That same month also saw the release of "Shrek Swamp Tycoon," made in collaboration with DreamWorks.
