George Ezra’s Gold Rush Kid Experience on Roblox
The Gold Rush Kid Experience, developed by Roblox development studio Super League, brought the ethos of George's third album to life in the metaverse through a gamified concert. The weekend event provided a key moment within the broader marketing campaign and gave fans around the world the opportunity to participate in the immersive concert and play themed mini-games.
During the lead-up and concert weekend late July-early August 2022, the Gold Rush Kid Experience attracted 860,000 unique visitors, with a total of 2.5M visits over the concert weekend.
The project was a collaboration between George Ezra, Closer Artists, Columbia Records UK, 4th Floor Creative, Sony Music Global Digital Business, Super League and Roblox.
The experience has garnered industry-wide recognition:
- Winner of The Drum Marketing EMEA Awards 2023 Best Metaverse Category Nominee in The Drum Awards Digital Industries: Metaverse Activation and Media: Digital Platforms or Gaming 2023 categories
- 2023 Webby Award Honoree in Metaverse, Immersive & Virtual, Best Performance Category
- 2023 Lovie Award Shortlist in XR Experience - Art, Culture, Music & Film Category
