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The MTV VMA Experience on Roblox
Project Type
Immersive Experience
Date
August 2022
Role
Director of Content Strategy
Once a company that hosted amateur esports events, the COVID-19 pandemic forced a big rebrand for Super League. The "metaverse" was dominating the conversation in tech spheres (much like AI is now), and as an organization with deep gaming expertise, a pivot into the metaverse made sense. Many global brands were looking for ways to get into games and in front of Gen Z and Gen Alpha, so to fill the gap, Super League became a metaverse-focused agency, working with brands and game developers to create immersive experiences in Roblox and Minecraft.
One such project was the MTV VMA Experience on Roblox, a partnership with Paramount that focused on bringing younger viewers into the MTV fold. In my role on this campaign, I oversaw the creation of all assets and copy for social posts and email blurbs, editing as needed based on brand feedback. I also wrote all the content for the experience's landing page on Roblox, as well as all the dialogue for NPCs that players interacted with in-game. The "Best Metaverse Performance" awards category was created for this activation, and the trailer that our team put together was posted by the VMAs Instagram account.
The MTV VMA Experience on Roblox is a 2022 Webby Award winner and 2-time Shorty Award Gold Honoree.
