Trip Around The Blox
View the case- Brand
- Amazon
- Year
- 2022
- Objective
- Awareness
- Industry
- Retail
- Mechanic
- Mini-Games
- Platform
- In-Game
Objective
Amazon's Holiday Kids Gift Book — a 100+ page print catalog of 600+ toys mailed to millions of households — needed a digital extension that could reach kids where they already spend time. Roblox let Amazon turn a one-way mailer into a real, tappable experience: a QR code on page 40 sent catalog readers straight into a Trip Around the Blox to spend, get free holiday content during a tight economic season, and generate press and organic reach without paid media.
Solution
Players arrive via a QR code from the print catalog or a promo code and land in an open hub camp ringed by forest, mountain, desert and beach zones, populated by the fox, bear, owl and other animal characters from the book's illustrations. From the hub they queue into four rotating mini-games built around those animals, picking up coins and daily quests as they go. Coins get spent in each animal's shop on avatar cosmetics — masks, hats, bags, costumes — while quest completions build reputation with individual animals, unlocking stars and a set of collectible badges. Finishing a full loop through all four mini-games caps a session with the exclusive Boxhead item, a box-shaped avatar head that players then wear anywhere else on Roblox, turning the reward itself into a walking piece of the campaign.
Results
The experience ran three months and drew roughly 2.6–2.8 million total visits (2,657,631 per Rolimons' all-time tracker; Amazon's project team separately claimed 2.8 million unique visits in the first week alone, while the project designer cited 1.5 million first-week uniques and 350,000 Boxhead claims in that same window). It held a 75–76% positive rating (4,762 upvotes vs. 1,512 downvotes) and peaked at 950 concurrent players on October 8, 2022. Amazon's team reported over 525,000 exclusive Boxhead items claimed overall, with an 87% positive rating on the item itself. The campaign launched Amazon's annual Roblox series, which grew to 7.7 million visits in 2023 and 15.7 million+ in 2024.
- 1
The player discovers the experience through a QR code printed in Amazon's Holiday Kids Gift Book catalog, which links to the Roblox world "Amazon Trip Around the Blox." A code printed on the same page unlocks a free branded cosmetic accessory, a fox-themed hat.
- 2
Inside Roblox, the player explores an open hub map divided into themed zones — forest, mountains, desert, beach — populated by animal characters, their shops, and side quests. A teleporter marked "Join!", posted with a list of the available minigames, is how the player starts a round.
- 3
Entering the teleporter randomly assigns the player to one of four competitive minigames alongside up to 15 other players on the server: Hedgehog Dash, where players dodge waves of giant rolling hedgehogs to be the last one standing; Rockslide Rally, an obstacle-course race past falling rocks, ice, and spinning logs; Owl Says, a Simon-Says variant where players must stand on the tile matching a called animal before it drops them into the water; and Pack Up, where players collect items into a home zone while raiding rivals' zones, with the fullest zone winning when time runs out.
- 4
Performance in each minigame earns the player coins and builds reputation with that game's animal character.
- 5
Completing three minigames in a row returns the player to the main lobby, where they automatically receive a "You did it!" badge and an exclusive Amazon Box head item.
- 6
The player can return daily to pick up and complete quests from each animal character, earning stars toward unlockable items and further reputation.
- 7
Coins are spent in each animal's shop on cosmetic items — masks, hats, bags, and costumes such as the Fox's car — to customize the player's avatar.
- 8
Sixteen badges, mostly tied to minigame participation and reputation milestones with each animal, display on the player's public Roblox profile.
- 9
The Amazon Box head earned in the hub is wearable across Roblox generally, not just within this experience.
- 10
The experience's description carried a posted end date, warning that it would stop being playable — and the box head no longer obtainable — after December 30, 2022.
