Дикси: "Треснутые! Дикси‑Лэнд" - бренд‑парк в Roblox

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.

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.

Results

The campaign generated over 23,000 gaming sessions with an average session duration of 6.4 minutes, successfully building organic engagement through a zero-paid-media strategy.