Virtual Kids Workshops
- Brand
- The Home Depot
- Year
- 2023
- Objective
- Awareness
- Industry
- Retail
- Mechanic
- Simulation & Strategy
- Platform
- In-Game
- Agency
- BBDO Atlanta
Objective
The Home Depot built this to mark the 25th anniversary of its free in-store Kids Workshops and to reach a generation it rarely meets on the sales floor — 9-to-12-year-olds made up 26% of Roblox's user base in 2022, per Retail Dive. With retail sales growth cooling that year, the brand used the activation to introduce itself to Gen Alpha, raise awareness of the offline workshops, and pull families back into physical stores.
Solution
Inside Redcliff City RP, players step into a Home Depot storefront greeted by a virtual store employee in an orange apron and choose one of three DIY projects to build. From there it plays like a scavenger hunt: players roam the store's aisles picking up the materials their chosen project calls for, then head to the Kids Workshops area to assemble the piece. Once it's built, the item becomes something players can carry and use around the rest of the city. Getting into the workshop build area at all required a code, handed out only to kids who showed up to an actual in-store Kids Workshops session on the first Saturday of the month.
Results
7 million users entered The Home Depot's activation in Redcliff City.
- 1
The player enters the Redcliff City 🏡RP roleplay world on Roblox and finds a branded The Home Depot storefront built into the shared city map; an employee NPC in an orange apron greets the player and hands out a DIY building task.
- 2
The player picks one of three build projects — a birdhouse, a mini flower garden, or a small car — each set at a different difficulty level.
- 3
The player runs through the store's aisles on a scavenger hunt, collecting the specific materials the chosen project requires.
- 4
The player carries the gathered materials to a dedicated Kids Workshops area and assembles the project there, including tool-based building such as using a drill to construct a treehouse.
- 5
The finished build becomes a persistent item in the player's inventory, usable anywhere in Redcliff City beyond the store.
- 6
Separately, players who attend an in-person Kids Workshops session at a real Home Depot store receive a unique code, which they redeem in Redcliff City to unlock an additional in-game item.
