Will Timberland’s stories draw customers into the metaverse? – RetailWire
February 18, 2022
Timberland announcement its first foray into the metaverse virtual world by launching a fun digital experience called Timbs Trails. The online experience celebrates the stories, art, music and people who created the culture around the Original Yellow Boot.
Players collect starter badges as they roam through five virtual labyrinths chapters:
- Origins of New England: Visit the original 1973 Timberland factory. Learn about the founding Swartz family, boot construction and waterproofing technologies, and explore the New Hampshire countryside that served as inspiration.
- Tokyo/London/Italy: Explore key international Timberland moments, including meeting an 1980s Italian “Paninaro”, attending a rave party in 1990s London Underground, and chatting with a girl from 1990s Japan’s Harajuku fashion district .
- Hip Hop Legacy: Travel to New York in the 1990s to hear rapper Fat Joe talk about hip-hop culture, then discover the bling fashion of Los Angeles in the 2000s.
- Green dream: Discover a lush green world through stories of responsible sourcing, tree planting and sustainable design.
- City of collaboration: To explore Timberland’s collaborations with Bee Line, The North Face and Spongebob.
Players who complete all five chapters are eligible to win prizes, including gift cards and Timberland’s new GreenStride boot. The experience will eventually be worn in store.
Entering the metaverse in recent months, consumer brands have largely focused on introducing NFTs (non-fungible tokens) to sell virtual goods or provide exclusive access. The promised gamification possibilities, such as avatars that can smell, taste, or smell the product, have yet to arrive.
Some recent virtual gamification efforts include:
- Nike Land on Roblox which allows players to make friends, play games such as dodgeball and soccer, and customize their avatars in a virtual showroom.
- Ralph Lauren Winter Getaway on Roblox, where players can ice skate with friends, drink hot chocolate and roast marshmallows around a fire pit, go on a treasure hunt to unlock exclusive accessories, and try on and buy clothes for customize their avatars in the “Polo Shops”.
- Samsung 837Xa virtual version of its 837 Manhattan flagship store on Decentraland, includes “mystical quests leading to exclusive NFTs and a live mixed reality dance party, all while showcasing the Samsung brand and the experiences our products unlock.
DISCUSSION QUESTIONS: What do you think of Timberland’s TimbsTrails experience? Do you see virtual gamification taking another leap forward in the coming years as a marketing tool or are we already seeing its limits?
“With Nike, I can understand a bit more because it has a strong brand and a natural fit with games but, for other brands, it’s reach.”