George Ezra’s Gold Rush Kid Experience on Roblox wins The Drum Marketing EMEA Awards 2023 Best Metaverse Category
George Ezra’s Gold Rush Kid Experience on Roblox takes top honours in The Drum Marketing EMEA Awards 2023 Best Metaverse category. The category recognises innovative and creative campaigns and strategies focussing on the metaverse. Check out the full list of category nominees and award winners here.
The Gold Rush Kid Experience, developed by Roblox development studio MELON, aimed to bring the ethos of George’s third album to life in the metaverse through a gamified concert. This provided a key moment within the broader marketing campaign and gave fans around the world the opportunity to participate in the immersive concert and play themed mini-games.
During the lead-up and concert weekend late July-early August 2022, the Gold Rush Kid Experience attracted 860,000 unique visitors, with a total of 2.5m visits over the concert weekend.
The project was a collaboration between George Ezra, Closer Artists, Columbia Records UK, 4th Floor Creative, Sony Music Global Digital Business, MELON and Roblox.
Watch the concert below.