Brands In Play
Welcome to Brands in Play - The podcast where we explore immersive marketing and the people who are leading it.
Brands In Play
UGC Platforms Are Dying, Alcohol Brands Are Panicking, and Meta Just Made Its Move
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On Episode 61 of Brands In Play Nic sits down with Sara Apaza, Digital Brand Experience Manager at Cosnova, to unpack how Essence built one of the most effective beauty activations on Roblox with Kingdom of Essentia.
Sara breaks down the internal reset from a campaign-led mindset to a community-first strategy, shifting from brand expression to player value. The result: sustained growth across engagement metrics, including ~25-minute session times, 96% approval rating, and a player base shaped directly through Discord and in-game feedback loops.
News Headlines
Meta debuts new AI model “MuseSpark”, Fanta partners with Xbox for a global immersive campaign tied to gaming IP, UGC gaming platforms face pressure as monetization challenges hit and alcohol brands experiment with immersive IRL activations to reconnect with Gen Z audiences
This week, we explore Daisy Beauty’s activation on Roblox, a multi-game integration strategy across titles like Paradise RP.
Instead of building a standalone world, Daisy plugs into existing ecosystems, using lightweight mechanics like guided scavenger hunts and in-game rewards to drive participation.
If you are liking the show, give us a follow. We break down how brands, platforms, and creators operate inside gaming, UGC Platforms and Immersive media.
The Brands In Play Episode 61 is now live on YouTube, Spotify, Apple Podcasts and everywhere else!
Chapters:
Intro - 00:00
Announcements - 03:07
News - 06:07
Daise on Roblox Review - 32:11
Sara Apaza Interview - 39:06
Subscribe - 01:10:14
Follow Sara Apaza - https://www.linkedin.com/in/sara-apaza/
Follow Cosnova - https://www.linkedin.com/company/cosnova/
Follow Us:
Co-Hosts:
Nic Hill - https://www.linkedin.com/in/nic-hill-6553873/
Lee Kebler - https://www.linkedin.com/in/leekebler/
Producer / Editor
Edward Regue - https://www.linkedin.com/in/edward-regue-%C2%A9-44b0421b2/
Creative Producer
Dr. Giovanna Casimiro https://www.linkedin.com/in/ggcasimiro/
Creative Director
Ben Caro https://www.linkedin.com/in/caroprofile/
Website: https://www.brands-in-play.com/
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