Music

Twice: Reach & Fandom

Overview

Popular K-pop group TWICE wanted a place where people could celebrate their fandom in a creative environment unlike anywhere else. They chose Roblox for its unique engagement opportunities, utilizing band meet & greets, merch, and avatar emotes to delight a global audience with 85.3 million daily active users (DAUs).*

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Approach

Success Metrics

0M+

visits as of December 2023

0min

spent per user in March, April, and May 2023

0K+

fans joined a single meet & greet for 45 mins on April 12, 2023

When it comes to community, Roblox has tremendous levels of fan engagement, and we knew that TWICE fans were already very active on Roblox — including a fan-made TWICE group with tens of thousands of members. The logical next step was to build out a first-of-its-kind experience connecting them and TWICE in an official custom-built world and environment. Leaning into the core tenant of connection and creativity on Roblox, it was all about meeting fans where they already are, then crafting the optimal experience.

Glenn Mendlinger, President of Imperial (one of TWICE’s label partners)

Fostering a deep sense of community

TWICE set out to revolutionize the fan experience by creating the ultimate immersive hub for their enthusiasts. They aimed to connect like-minded visitors who shared a love for TWICE by fostering opportunities to build meaningful friendships and take a scaled approach to fandom. With the keys to success being happiness, friendship, and loyalty, they wanted fans to keep coming back for more.