After announcing an account on TikTok last month, Alpine today said it opened a virtual “park” on Roblox, as it continues to pursue the next generations of 12 volt enthusiasts.
Alpine said it is the first aftermarket car audio company to launch a virtual world on Roblox.
Roblox is a mass multiplayer platform with over 200 million active monthly users. In particular, it has a wide user base of Generation Alpha (ages 13+) and Generation Z (ages 16 – 25).
Without the recent Alpine marketing efforts, the younger generation statistically would not experience the brand until an older age, said Alpine. “We are adding this new approach to bridge the generational gap of Alpine ‘fans.'”
“The Alpine Park on Roblox represents the future of the Alpine brand and a new way to experience Alpine products and services,” said Mike Anderson, Executive Director at Alps Alpine North America.
At “Alpine Park” users can play games, purchase in-game gear based on current Alpine products and interact with the products.
The park has a “playground” and a “showroom” floor that’s modeled after an Alpine Experience Event, where users can hear models of demo vehicles, Alpine plans to use the showroom floor to reveal upcoming products and services to its user base.
Future updates to the Alpine Park experience include AI (artificial intelligence) Personas modeled after Alpine Brand Specialists and Jeep Enthusiasts as NPC (non-playable characters). These characters are powered by Inworld AI, a developer platform for AI characters. The integration allows users to chat with the AI characters about Alpine’s technology, using custom knowledge bases and distinct personalities designed to align with the Alpine brand. This technology would position Alpine as the first commercialized brand to launch this feature on Roblox.
Alpine Park can be found by searching “Alpine Park” on the Roblox platform or at https://www.roblox.com/games/12956278832/Alpine-Park.
