Superdrug Obby

To celebrate its 60th birthday, Superdrug set out to engage younger audiences through a fun, interactive experience on Roblox. The result was the Superdrug Obby—a virtual game where players could dive into the Superdrug brand, earn exclusive in-game rewards, and even claim real-life swag like Superdrug shower gel. This initiative aimed to boost brand awareness and create a memorable experience for Roblox players.

The goal was to increase Superdrug’s visibility among younger consumers by driving participation in the Superdrug Obby. Players were motivated by branded UGC items and real-life giveaways, fostering excitement and deeper engagement with digital-native audiences.

The results demonstrated the power of Roblox in bridging digital engagement with real-world actions. In just four weeks, over 15,000 players visited Superdrug stores to redeem their free shower gel after completing the in-game challenge—equivalent to filling 150 double-decker buses or packing Wimbledon’s Centre Court on finals weekend. For comparison, generating this level of engagement through traditional online ads would require an estimated $50,000 investment.

The campaign was a resounding success. Cookie Cutter’s video amassed 44,000 views and 2,100 likes, exceeding initial expectations. With the additional exposure from social media reposts, the campaign reached over 100,000 more people, sparking enthusiasm and high participation in the Superdrug Obby. Both Superdrug and Cookie Cutter celebrated the impressive results, which surpassed engagement targets and showcased Roblox’s potential for driving both online and real-world engagement.