Innovative Connection: Wow Bao Unites Restaurant Rewards with Roblox in Cutting-Edge Integration
While the Metaverse buzz may have waned, brands continue to explore opportunities to engage with Generation Z and Generation Alpha through platforms like Roblox.
Wow Bao Partners with Flaunt to Bring Real-Life Rewards to Roblox
Wow Bao has teamed up with Flaunt to link actual restaurant rewards to Roblox, as part of the Asian fast-casual chain's focus on the metaverse, as per a recent news release.
Players can journey to Wow Bao's Dim Sum Palace, where they will be welcomed by a DJ and have the opportunity to explore lounge areas, Momo's Restaurant, and a secret speakeasy. The 3D environment is interactive and features Wow Bao merchandise as well as clues that guests can follow to uncover a special head accessory for their Roblox avatar.
In order to claim the gear and have a chance to win prizes like grocery coupons and free Wow Bao for a year, players need to visit a campaign website and sign up for the Hot Buns Club program. Wow Bao has stated that they are the first fast-casual restaurant to offer Roblox items as rewards in this manner, thanks to the use of Flaunt's Loyalty Cloud solution.
Article Insight:
Brands are still keen on using online games to connect with young consumers, even though the metaverse hype has faded. Wow Bao is tapping into Roblox to attract more members to its Hot Buns Club and strengthen its image as a tech-savvy brand. This move aligns with the company's goal of growing its presence in the U.S. market.
Wow Bao, a Chicago-based chain established in 2003, is well-known for its innovative use of vending machines and ghost kitchens. The company has dabbled in various ventures like nonfungible tokens (NFTs) in the past, which are now part of its VIP rewards program with the help of Flaunt, a loyalty solutions provider specializing in cutting-edge technology.
In a new move, Wow Bao is once again collaborating with Flaunt to integrate rewards on Roblox, marking a milestone as the first quick-service restaurant to do so. Other eateries like Chipotle have also ventured into Roblox, with Chipotle allowing players to make virtual burritos in exchange for in-game currency that could be traded for menu items in 2022.
Players visiting Dim Sum Palace, a collaboration with Sawhorse Productions, can explore a dance floor, restaurant, and speakeasy. By following clues, they can unlock a special headwear item for their Roblox avatar. To get this exclusive item, players need to join the Hot Buns Club.
While Dim Sum Palace is accessible to all U.S. Roblox users, only individuals 18 and older can participate in the rewards program. This highlights the challenges marketers face when targeting games with mostly young players. Wow Bao plans to regularly update Dim Sum Palace to engage with new rewards members. The company is also utilizing Roblox's portal ads feature to allow users to easily switch between different game experiences.
Roblox has managed to stay popular while other metaverse destinations have become deserted. With approximately 71.5 million daily active users, the platform attracts a large number of Gen Z and Gen Alpha users.
To further capitalize on its appeal, Roblox has increased its monetization efforts by incorporating advertising. Recently, the company partnered with PubMatic to introduce programmatic media buying to its video ad inventory, which will be more widely available later this year.
Editor's P/S:
Wow Bao's partnership with Flaunt to offer real-life rewards through Roblox is an innovative move that taps into the growing trend of brands leveraging online games to engage with young consumers. Roblox's vast user base, particularly among Gen Z and Gen Alpha, makes it an attractive platform for brands seeking to connect with this tech-savvy demographic.
This collaboration highlights the ongoing importance of gaming in the marketing landscape, even as the hype surrounding the metaverse has subsided. As more brands recognize the potential of virtual worlds to foster brand loyalty and drive sales, we can expect to see further integration of rewards and loyalty programs into these immersive experiences. It will be interesting to observe how Wow Bao's initiative performs and whether it sets a precedent for other quick-service restaurants to follow suit.
