The experience takes users to a replica of Bondi Beach, where they can interact with a virtual beach environment, earn loyalty rewards, and play a surfing game that reflects the playful energy of the Bondi Beach-inspired brand.
Napster has partnered with Bondi Sands to launch a virtual experience designed to drive greater brand engagement with Gen Z consumers while educating them on the importance of sun safety.
The experience, available on web and Apple Vision Pro devices, takes users to a replica of Bondi Beach, where they can interact with a virtual beach environment, earn loyalty rewards, and play a surfing game that reflects the playful energy of the Bondi Beach-inspired brand.
Users select a digital surfboard and ride the waves, while collecting virtual sunscreen, and avoiding sharks, whilst keeping track of the changing UV index. Web users control their surfboard using intuitive arrow keys, while Apple Vision Pro users use hand gesture controls.
In addition to the game, visitors can explore the Beachfront, where they will find a Bondi Sands beach pop-up, sprinkled with icons that, when clicked, reveal facts about the Aussie beach lifestyle and important sun safety tips.
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On the web, the experience integrates with the Bondi Sands loyalty programme, Club Bondi, allowing customers to earn points, unlock rewards, and climb the leaderboard.
“Our goal in creating the Bondi Sands Beachfront was to give our customers a fun and immersive touchpoint that not only deepens brand engagement but also champions sun safety education,” said Kym Bonollo, Senior Director of Brand and Marketing at Bondi Sands.
“We wanted to engage younger audiences through a dynamic and gamified experience that encourages SPF awareness and healthy sun habits.”
“With a strong global presence already established for self-tanning, we saw an opportunity to spotlight our sun care range in a more interactive and meaningful way, moving beyond traditional storytelling to educate while entertaining.”
Sam Huber, CEO at MENA and Global President at Napster, said, “We’re increasingly seeing brands add gamification to their immersive experience as a way to drive more engagement and ultimately, deepen brand affinity.”
“With 90% of Gen Z identifying as gamers, immersive 3D environments like the Bondi Sands Beachfront, helps the company connect with their audience in a new way that is not only innovative and fun, but feels native.”
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