all projectsconcept creation, development and launch of 2 Versace’s branded integrations into LensCrafters Eye Odyssey on Roblox. a series of activations meant to promote and celebrate the iconic Biggie glasses among a new audience.
thanks to the early success of LensCrafters Eye Odyssey and the relationship established with the Luxottica Group, atopos brought Versace Eyewear onto Roblox on two occasions, contributing to enhancing its presence among younger audiences and experimenting with new forms of brand engagement.
while shaping the project in its initial phase, the client outlined three key goals for its debut in the gaming space:
raise awareness on an iconic Versace product line among Generation Alpha and Generation Z users
foster active interaction with the brand through immersive experiences and creative participation inside the game
build lasting brand loyalty by encouraging players to win and proudly wear UGC items inspired by the brand
to achieve the brand’s objectives, atopos executed 2 different strategies across the integrations, leveraging on popular Roblox formats and attractive UGC prizes to drive users to the games:
in February 2024, we brought the Versace Men’s Eyewear campaign into Roblox through the LensCrafters experience, transforming the virtual store with a full Versace takeover. the activation featured branded window displays, an in-store photobooth, and a portal to an exclusive multi-level mini-game starring Medusa, the brand’s renowned icon, in a “green light, red light” challenge. Players could unlock limited-edition UGC accessories by participating in different social challenges and ranking on top of the game’s global leaderboard.
in January 2025, we brought Versace and its Biggie celebration into Roblox once again, elevating the experience with the launch of Versace Biggies World within LensCrafters Eye Odyssey. through a portal in the virtual store, users could enter a fully immersive Versace-themed realm, where they challenged each other in a speedrun minigame featuring oversized Biggie sunglasses as dynamic obstacles and Medusa iconography at the finish line. completing the challenge rewarded players with a unique digital Biggie eyewear accessory.
the two activations obtained impressive results, exceeding the brand’s expectations while establishing Versace as one of the most appreciated luxury fashion firms on the platform.