Old Navy
Client Challenge
With Gen Alpha increasingly discovering and expressing personal style through gaming and avatar customization, Old Navy needed to build excitement around its back-to-school collection in a way that felt native to Roblox rather than like traditional advertising.
Campaign Objective
Bring Back-to-School Style Into Play: Introduce Old Navy’s back-to-school identity through interactive gameplay and digital fashion inside an experience Gen Alpha already loved. Drive Active Brand Participation: Give players reasons to repeatedly engage with Old Navy through exploration, collectibles, quests and branded challenges. Build Brand Love Through Self-Expression: Use digital merchandise and avatar-focused rewards to position Old Navy as a fun, relevant style brand for younger audiences.
Execution
As part of Old Navy’s wider back-to-school Roblox campaign, Pears.gg brought the brand into Teamwork Puzzles 2 through a dedicated interactive activation built around exploration, collecting and rewards. Old Navy Adventure: Players could enter a dedicated Old Navy experience within Teamwork Puzzles 2, completing themed challenges while exploring a branded environment integrated into the game. Collect, Explore & Progress: Throughout the activation, players collected millions of Old Navy items, completed branded objectives and progressed through the experience, turning the campaign into an active gameplay loop rather than passive brand placement. Magic the Dog & Digital Fashion: Old Navy mascot Magic the Dog was incorporated into the experience alongside branded digital merchandise and rewards, connecting the brand’s back-to-school style with Roblox’s culture of avatar customization and self-expression.
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