Authenticity and imagination are the price of admission to Roblox. That’s why Walmart trusted Journey to craft a world that would thrill its next generation of customers.
Walmart is no stranger to innovating new paths of retail engagement. To ensure relevancy to a new generation of consumers, Walmart entrusted Journey with the strategy, design and execution of a massive virtual player experience on Roblox.
Our answer was Walmart Land, a virtual realm that brought the floorplan of Walmart’s “isles” to life, with meaningful connections to merchandise and Walmart’s commitment to meeting the changing needs of customers.
That’s not to say building Walmart Land was all fun and games. Journey understands that a virtual world is only as good as a user’s experience of it. Drawing on deep VR expertise, we crafted an experience that invites Walmart Land community members to roam through the “isles,” play to win virtual merchandise, catch performances by top music artists and unlock exclusive interactive content. It’s all in the service of innovating new paths of retail engagement.
We designed the experience to unfold across thematically distinct regions. Electric Island, inspired by the world’s greatest music festivals, includes an interactive piano walkway, a dance challenge, a Netflix trivia experience and a DJ booth. And within Electric Island, community members could return for Electric Fest, a motion-capture concert featuring performances from popular artists. Meanwhile, House of Style offers a virtual dressing room, a strike-a-pose challenge, a cosmetics obstacle course and a roller-skating rink.
We also constructed a physics-defying Ferris wheel that gives visitors a bird’s-eye panorama of Walmart Land.
Notice we said it wasn’t all fun and games.
