The campaign will also be promoted with Twitch streamers. It created a “House of NYX Professional Makeup” in iHeartland on Roblox that allows users to take an allyship pledge to receive an allyship badge for their virtual avatar. Nyx Professional Makeup, meanwhile, is incorporating Roblox into its “Game Out Loud” Pride campaign aimed at combating bullying of LGBTQIA+ gamers. “They’re spending a lot of time in virtual rooms and virtual games, more than we might think.” The campaign is about “being where Gen Z and Gen Alpha are,” said Thorsten Muhl, head of digital marketing and experience at Essence parent company Cosnova. On four “community days” throughout the month, players who complete the game in a given time limit will win a donation to two LGBTQIA+ charities. Users play the game by helping the “Lash Princess” character turn the world from gray to colorful by doing kind things for non-player characters in the game. ![]() ![]() Essence’s “Color Dare” game focuses on themes of identity and individuality.
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