MetaMinding Lab
In Lieu: High-velocity in-game marketing campaign
In Lieu’s brief was simple to say and hard to do: make people take part because the brand was fun, not because a video would not let them leave.
The brief
The campaign had to put the brand inside play. Passive feeds and forced pre-roll were the thing to leave behind. Players should start a minigame or talk to a character because they wanted to.
The hook
MetaMinding Lab built the activation as part of the game: minigames, NPC conversations, and tasks, the same New Gen Pulse pattern used for other brands on the network. The brand showed up as something to do.
Reach
Distribution used the MetaMinding Game Network: 20+ popular Roblox titles and 16M+ monthly active users. A second wave, reported in November 2025, kept the same idea and asked players to act again.
Performance
In 14 days the campaign reached 280K unique players and 82.8M impressions, with a frequency of 56.6 and a skip or block rate of 0%. A later wave drew 500K+ player-initiated interactions in under three weeks, including 320K+ minigame plays and 120K+ NPC conversations.
What carried over
When the brand is the activity, people stay without a forced view. That is the lesson In Lieu shares with the rest of MetaMinding Lab’s Gen Z work: participation first, then a path toward real-world action.