SM Supermalls: AweSM SuperKids Zone at Roblox

The pandemic stripped Generation Alpha of the fun mall experience that is uniquely woven into Filipino life and culture. This challenged the country’s #1 mall chain, SM Supermalls’ (SM) to come up with a radically different way to build an affinity with this influential segment of up-and-coming consumers.

No stranger to innovation, SM took it to the metaverse – more specifically, Roblox! By building the AweSM SuperKids Zone in the country’s top gaming app among kids, the brand successfully served up all kinds of aweSM to this new generation of SuperKids, welcoming them into their brand of experience as a supermall, and creating an exciting connection like never before for this new generation of mallers.