It’s the time of year again when Mariah Carey’s Christmas classic, “All I Want For Christmas Is You,” is inescapable. This holiday season, she’s taking her Christmas cheer to even more platforms, including an Artist Series on Peloton, and a new virtual Winter Wonderland Experience on Roblox.
This experience is not a standalone world like many of the other branded Roblox experiences that have come out over the past few months, such as Walmart Land or Spotify Island. Instead, it is part of the popular Livetopia experience on the platform.
Mariah Carey’s Winter Wonderland can be enjoyed all throughout the month of December. It features a holiday-themed treasure hunt, virtual item drops, and minigames, and fans can also tune in every night at 7pm from December 21st to the 24th for virtual performances by the icon herself, created using motion capture technology. Mariah’s performances will include both old and new hits, closing out with “All I Want For Christmas Is You.”
“Christmas is my absolute favorite time of the year! This year, I wanted to do something different to ring in the holiday season,” Mariah Carey said in a statement. “My kids and I live for Roblox, and we couldn't be more excited to be creating this festive metaverse experience for everyone!”
Roblox experiences are typically designed and organized by independent developers, and in this case the Winter Wonderland experience came together with the help of metaverse agency Relentlo and is sponsored by beauty brand eos.
“Relentlo is pushing the boundaries of audience engagement and rethinking how brands can enter these platforms with success,” said Relentlo CEO Neil Tewari, which was expanded on by Kyle Wonzen, VP of Brand Strategy: “Brands want to enter these platforms but often have no clear gameplan on how to build an experience and strategy that actually resonates with users. eos have been amazing partners who understand that the future of metaverse experiences require integrations that audiences adore, with or without the brand affiliation.”