As tempting as it must be to sit back and watch the royalties roll in for ‘All I Want For Christmas Is You’, Mariah Carey is having a very active December on the promotional front. The latest example is an official Roblox experience called ‘Mariah Carey’s Winter Wonderland’.
However, it’s not a standalone experience, but will instead live inside an existing Roblox game called Livetopia: one of the ‘own a house / vehicles / pets’ games that are so popular on the platform. There will be a treasure hunt, branded houses, virtual merch and from 21 December a virtual performance by Carey that will be repeated on the next three nights.
As ever, there’s a development partner putting it all together – metaverse agency Relentlo – and in this case there is also a sponsor: beauty brand Eos.
The announcement came alongside another digital activation for Carey this Christmas: a series of official classes on fitness-tech platform Peloton using her back catalogue, rather than just her evergreen Christmas hit.