Walmart preps Electric Fest music festival experience in the metaverse
Walmart has announced Electric Fest, building on last week’s Roblox metaverse announcement.
This weekend, users can jump back into Walmart Land’s Electric Island, which was inspired by the world’s greatest music festivals.
For the first time on Roblox, the retailer will be hosting a festival experience, featuring Madison Beer, Kane Brown and YUNGBLUD, for people to enjoy from the comfort of their own homes.
Electric Fest is a motion capture concert that aims to “celebrate self-expression through music”.
It will be available in Walmart Land on Roblox from Friday, Saturday and Sunday at 7 pm EST each evening
Showing up in a big way
As mentioned at the top of this article, last week Walmart launched two new immersive experiences on the Roblox metaverse platform: Walmart Land and Walmart’s Universe of Play.
The former will bring fashion, style, beauty and entertainment items to the Roblox community of over 52 million daily users.
The latter, meanwhile, is pitched as “the ultimate virtual toy destination in Roblox, just in time for those oh-so-real holiday wish lists”.
Developed alongside Journey, who supported development, and Publicis Groupe’s Power of One Agency, Walmart’s lead creative and media agency, the experiences offer Roblox users the chance to “engage and interact with all the top items everybody wants from Walmart – in a virtual way”.
”We’re showing up in a big way – creating community, content, entertainment and games through the launch of Walmart Land and Walmart’s Universe of Play,” said William White, Chief Marketing Officer, Walmart U.S.
“Roblox is one of the fastest growing and largest platforms in the metaverse, and we know our customers are spending loads of time there.”
“So, we’re focusing on creating new and innovative experiences that excite them, something we’re already doing in the communities where they live, and now, the virtual worlds where they play.”