The experience introduces a new themed room, a gameplay quest spreading kindness, UGC items and Beekman 1802 founders Josh Kilmer-Purcell and Dr. Brent Ridge as NPCs (non-playable characters.) Celebrating Beekman 1802’s signature ingredient, goat milk, the metaverse experience also introduces a pet baby goat within the game’s Pet Adoption Center. Players are challenged to search for five hidden goats throughout the experience, all while performing acts of kindness to unlock themed digital fashion and collectible accessory items.
With this experience on Roblox, both heart-centered brands are perfectly positioned to engage the platform’s user base—65% of which are under the age of 14—and Gen Alpha, a generation that’s particularly passionate about skincare and beauty.