As the pandemic stripped Generation Alpha (Gen A) of the fun mall experience uniquely woven into Filipino life and culture, SM Supermalls was challenged to come up with a radically different way to build affinity with these influential, up-and-coming consumers. No stranger to innovation, SM became the 1st retail brand in the Philippines to take Gen A to the metaverse—specifically, Roblox!
SM built the AweSM SuperKids Zone in one of the country’s most popular apps among kids, and served up all kinds of aweSM to this new generation of SuperKids. The first phase, which focused on creating a fun online zone, successfully provided exciting play experiences for Gen A to connect with SM and their peers while on lockdown.
Post-pandemic, SM revamped the SuperKids Zone to now include and gamify five of the most iconic mall areas: SM Cyberzone, SM Food Court, SM Markets, SM Store, and Toy Kingdom!
SM enabled brand discovery among this new generation of shoppers and positioned itself as an innovation-pushing brand that took strides to welcome and understand audiences of all ages.
With lockdowns severely affecting Gen A’s wellbeing and development, SM brought its refreshing brand of happiness to kids everywhere and provided an exciting opportunity for them to meet and socialize from the comfort of their homes.
The AweSM SuperKids Zone pushed this new gen audience to connect, explore, and build affinity with the brand in a way that suited both the current landscape and the distinguishing characteristics of their generation!
From providing regular game updates to keep players on their toes to hosting an on-ground game tournament in its physical branches, SM spared no expense in providing its SuperKids a dedicated online space for play, creativity, and community-building.
The AweSM SuperKids Zone made a huge impact, reaching 100k plays in the first two months of its launch in 2022, with parents and kids thrilled by this first-ever metaverse mall experience in the country.
A year later, the SM SuperKids Zone continues to thrive on Roblox, socials, and even offline:
• 230K Total Plays Since May 2022 Launch
• 2,000 Participants in Mall Roadshows
• 1.7M Reach for Mall Roadshow Promotions
• 122% Engagement Rate of Promotional Content Across Platforms