You’d be forgiven for thinking the Venn diagram of ‘Rolling Stones fans’ and ‘Roblox players’ is two separate circles.
That means the venerable band’s big new Roblox activation is either a baffling mismatch, or a genius move to bring their music and history to another new generation of potential fans.
Take your pick, but you certainly can’t deny that some careful thought has gone into the campaign. Starting with the way the band and label Capitol Records have enlisted a group of Roblox-native creators to reimagine their famous tongue logo.
Jazzyx3, Caska’s Haus, Touzled, Blizzei, Dioness, morphist4u, WhoseTrade, Empyro, Bad_B0y, raekaro, Spiraxy, Valkenheim, DuckXander, Clockset and dvdko may not be names that trip off the tongue of the average rock fan, but they know their onions when it comes to making covetable virtual items on Roblox.
The activation, which takes place inside Roblox’s own ‘The Block’ world, also includes a two-day finale show that will flip to a different era of the band every hour, and a Shopify integration to sell a physical merch item.
Will it lure Roblox kids away from their brainrot games? That’s yet to be seen, but with the activation launching today, we’ll quickly find out.
