THE WHAT? The new face of Gucci Flora Gorgeous Jasmine, Miley Cyrus is set to become the first persona to appear as an avatar in Gucci Town on Roblox.
THE DETAILS The recording artist’s avatar will join the immersive world as an arbiter of play and discovery, leading quests, games and interactive learning. Visitors to the virtual world can join scavenger hunts for magical ‘Flora’ letters and win rewards as well as strike a pose in the Gucci Flora Gorgeous Jasmine campaign visual on Selfie Way.
THE WHY? The metaverse-based element of the campaign to promote the new Coty fragrance is designed to help users discover the fragrance and ‘transport and inspire’.