The UPS Store Takes to Roblox to Connect with Gen Z

On October 3rd, The UPS Store broke into the branded gaming space for the first time, to connect with the next generation of Entrepreneurs, also known as 'gen z' with a campaign extension (Be Unstoppable) and brand activation, titled 'Main Street Moguls by THE UPS STORE on Roblox.'

This activation was created with partner and creative AOR since 2000, Doner, and marks the first time the agency has branched out into the Roblox space and a first for both the agency and The UPS Store to break into the gaming entertainment space.

'Main Street Moguls by THE UPS STORE on Roblox' makes The UPS Store the first in their business category to have a small business, entrepreneur-driven, tycoon-style game on the gen-z-popular Roblox platform.

The game was developed in collaboration with Enthusiast Gaming, Suit-Up Games and Assembly Global.

Players own and run different businesses to earn money and ultimately work to climb to the top of the leader boards. Players are given rewards each day they log in with each consecutive day earning them bigger rewards. As they continue to build and develop their businesses, they will earn scores on corresponding leader boards, upgrading their businesses and enticing other players to compete.

This joint creative venture is a first for the category, exemplifying The UPS Store’s well-earned reputation of being an industry leading innovator and Doner's history of pushing the brand continuously forward.

The UPS Store network supports the next generation of small business owners and entrepreneurs. In August 2022, they launched Start Small, Grow Big – a program where customers across The UPS Store network of more than 5,100 locations can now make a donation to Junior Achievement. Junior Achievement provides school-aged children with lessons in financial literacy, work and career readiness and entrepreneurship. With over 100 local Junior Achievement offices across the country, they are the nation’s largest organisation dedicated to helping young individuals succeed. All donations received benefit Junior Achievement programs in the communities in which they are received.

The game experience will be promoted through social media, digital, and The UPS Store owned channels.

“Across all categories, the way consumers connect with brands is changing - especially for younger consumers. To win attention in today's market, we have to provide consumers with something valuable beyond information,” said Alex DeMuth, associate strategy director, Doner. “In this instance, we’re achieving this by creating a unique branded experience on the popular gaming platform, Roblox. The value is twofold: we’ll provide consumers with an entertaining experience, while also educating them (in a fun way) on what it takes to be a small business owner.”

“Other retailers are launching on Roblox, but our approach is unique in the sense that it has a deeper purpose than simply creating a fun game. Our goal is to not only entertain new audiences and connect the brand to them, but also to inspire them and educate them on what it takes to be an entrepreneur.” said Michelle Van Slyke, SVP of marketing and sales, The UPS Store, Inc.