The World Of Indilight - Game Brand World In Roblox With Virtual Picnic

Objective

Indilight, a Russian turkey meat brand, aimed to build brand awareness and engage young audiences through an immersive virtual experience. The campaign leveraged the metaverse and music culture to create a memorable brand presence among Gen Z consumers by combining food culture, music, and interactive entertainment in a virtual environment.

Solution

Indilight created a branded Roblox world called "Indilight World" — a virtual gathering space themed around a grill-picnic experience. The activation featured multiple interactive elements: dance floors, collectible easter eggs, mini-games with food and social mechanics, and integration with the "Живу на лайте" (Living on Light) album featuring gastro-rap tracks. The experience was mobile-optimized to encourage casual repeated sessions and peer-to-peer social connection among players.