Cracked! Dixie-Land - Brand Park In Roblox
View the case- Brand
- Dixie
- Year
- 2023
- Objective
- Engagement
- Industry
- Retail
- Mechanic
- Arcade & Action
- Platform
- In-Game
- Agency
- Hybrid
Objective
Dixie, a Russian retail chain, sought to engage Gen Z audiences through the metaverse and strengthen brand presence in digital spaces where young people socialize. The brand aimed to create a seamless phygital experience connecting in-store retail promotions with an online Roblox presence, building brand affinity without relying on substantial paid advertising budgets. The brand returned to Roblox in 2025 to test and activate new engagement formats and build a lasting digital community, again without paid traffic.
Solution
Hybrid Metaverse developed "Tresnutye! Dixi-Land," a branded virtual theme park in Roblox launching November 2023. Players navigate themed zones to collect 22 eggs containing collectible 3D character toys, complete parkour obstacle courses with checkpoint challenges, and earn virtual Dixie merchandise as quest rewards. The experience features progress tracking, map navigation, and mobile optimization for casual, repeated sessions. Physical activation tied in-store promotions (600+ ruble purchases) to anime toy collectibles, with QR codes directing players to Telegram rewards and the metaverse experience. The entire experience was developed in 3 weeks using the proprietary "Metaformance" framework for real-time performance tracking. In July 2025, the brand relaunched the world as "Dixieland," a virtual settlement built as an ongoing digital community rather than a single park. Players compete for the title of mayor by completing quests, furnishing a mansion, and helping NPC townspeople whose missions raise a player's rating among mayoral candidates. Added attractions include bike races and an FC Dynamo-branded stadium with ball mini-games, plus loot boxes containing UGC customization items. A new O2O mechanic linked seven Dixie stores in Moscow and St. Petersburg to the metaverse: in-store posters with QR codes led shoppers to a Telegram bot that directed them into Roblox, where completing a designated task earned a Robux gift card. This second season was developed in one week.
Results
The campaign generated over 20,000 unique world visitors and more than 23,000 gaming sessions, with an average session duration of 6.4 minutes, successfully building organic engagement through a zero-paid-media strategy.
