
CASE STUDY
Cher Turns Back Time on Roblox
Reaching the Next Generation
on Roblox
550K+
Gameplay Sessions in 4 Weeks
5.3M+
Minutes of Brand Engagement
38%
Increase in Downloads/Streams Among Target Audience During Event
Client Challenge
Although Cher has been an iconic trendsetter for the past seven decades, she had not released new music in five years and lacked relevance with the next-generations (Gen Z and Alpha).
Campaign Objective
Ignite buzz and drive downloads/streams for the new album, while rewriting the artist marketing playbook
Execution
Searching for an answer, Warner Music Group joined forces with Gamefam to bring Cher’s first-ever holiday album to Harmony Hills, Warner Music Group’s hit music-themed hub on Roblox.
Available through the holidays, the campaign introduced Cher’s new album to Roblox’s 70M+ daily users:
Engaging Gameplay: On a music adventure featuring songs from Cher’s new album, players were tasked with delivering presents across a holiday-themed Harmony Hills after a mischievous Elf had stolen them.
Next-Level Interaction: Interacting with Cher’s Roblox avatar (designed in fashion from her album cover), players completed mini-games to earn virtual Cher-inspired fashion items.
Forming Connections: Cher reached new fans and infused entire families into the holiday experience – while providing fun sleigh rides and snowball fights, among other activities.
Making Headlines
CHER IS HEADING TO THE METAVERSE WITH ‘CHRISTMAS’ ROBLOX EVENT: EXCLUSIVE
CHER MAKES METAVERSE DEBUT AS WARNER MUSIC AND GAMEFAM LAUNCH FESTIVE ROBLOX EVENT
CHER IS APPEARING IN A ROBLOX CROSSOVER FOR THE FIRST TIME
Awards Won
2X Winner
1X Winner