Trip Around the Blox
Open the game
Objective
Amazon aimed to create an interactive holiday experience for families using its illustrated Holiday Kids Gift Book. By launching on Roblox, the company expanded its reach to over 30 million households with children, driving engagement through a branded metaverse experience that brought the book's characters to life and provided exclusive digital rewards.
Solution
Trip Around the Blox was a Roblox experience featuring four competitive mini-games—Hedgehog Dash (dodge incoming hedgehogs), Rockslide Rally (navigate obstacles), Owl Says (Simon Says variant), and Pack Up (collect and protect gifts)—where players earned coins by playing. Coins were redeemed at animal-themed shops for avatar customization items and an exclusive Amazon Boxhead wearable usable across the entire Roblox platform. The game was accessed via QR code embedded in the physical Amazon Holiday Gift Book catalog, developed in partnership with The Gang (Sweden) to adapt the book's illustrated characters to Roblox.
Results
The campaign achieved 2.8 million unique visits in its first week with no paid media support. Players claimed over 525,000 exclusive Boxhead items, and the experience earned an 87% positive user rating. It received a 2023 Webby Awards shortlist nomination in the New Realities & Metaverse category.
