Alpine has launched “Alpine Park,” a virtual experience designed to reach younger audiences, on Roblox, a mass multiplayer platform with over 200 million active users each month, the company announced.
“The Alpine Park on Roblox represents the future of the Alpine brand and a new way to experience Alpine products and services,” said Mike Anderson, executive director at Alps Alpine North America. “Using this immersive gaming and social platform, we’re able to showcase iconic Alpine imagery and products that long-time Alpine fans will recognize, while at the same time, incorporating new and exciting experiences that will engage a younger fan.”
Users can play games, purchase in-game gear inspired by the current Alpine product line and interact with Alpine products in an immersive environment designed for music, outdoor, and adventure enthusiasts, the company said.
The park includes a gameplay experience where users can collect iconic chiclets and music gems to purchase in-game items from the Alpine store (located in various areas of the park), the company said. The in-game items, like an Alpine Subwoofer jetpack and a Green Chiclet Tee Shirt, are modeled after real Alpine products.
Outside of the gameplay, Alpine Park features a “playground” area staged with real products from the Alpine lineup scaled to larger-than-life sizes to allow users to interact with and learn about Alpine product offerings. The park also features a “showroom” floor that’s modeled after an Alpine Experience Event, where users can experience virtual models of real Alpine demo vehicles, like “Hellbender,” the 2018 Jeep Wrangler Sport with a tee shirt cannon, “Switchback,” the 2019 Jeep Gladiator with a mechanized truck bed with 40 oscillating Bluetooth speakers, and the 2018 Chevrolet Silverado with the Alpine R-Series sound system. Outside of the demo vehicle placement, Alpine plans to utilize the showroom floor to reveal upcoming products and services to its user base, connecting virtual users to actual Alpine products and initiatives outside of the game, the company said.