CASE STUDY

Cher Turns Back Time on Roblox

Reaching the Next Generation
on Roblox

550K

Gameplay Sessions

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.