Timberland is virtually engaging Fortnite players in product design as part of the new Metaverse project.
Outdoor accessories and clothing brands are launching a multi-faceted and multi-partner project aimed at engaging customers in an immersive multiverse experience with both promotional and commercial aspects.
Centered on Timberland’s “Construct: 10061” program that serves as a workshop for innovative footwear designers, the program includes a virtual design lab and maker space housed on the immersive Fortnite gaming platform. Built on Epic Games ’Unreal Games 3D computer graphics game engine, Virtual Lab is a entertainment in the real -world brand innovation lab and creative space, and is designed to give consumers an understanding of its design process.
The Fortnite environment of Timberland also includes an immersive game experience, “Timberland Parkour Trails”, which takes place in a custom island of Fortnite with arctic, desert and forest settings. After visiting the Design Lab, players complete challenges and obstacles in each of the settings, unlocking special effects by taking virtual samples. Players can also virtually design shoes.
Timberland has solidified its presence in the metaverse
Timberland is no stranger to metaverse or gamified customer experiences. In February 2022, the company launched TimbsTrails, an immersive 3D online experience consisting of six “chapters” drawn from different parts of its history (and anticipated future). New experience updates will be added from time to time.
The TimbsTrails immersive experience allows users to walk through a realistic 360-degree virtual environment on their computer or device screen and interact with realistic digital characters. The experience also highlights many of the star’s products from the past 50 years.
With an element of gamification, consumers can collect start-up badges as they go through the first five chapters of the experience to “unlock” the final chapter and step into the future of Timberland.
The early 2022 release of TimbsTrails was followed by Timberland Presentation December 2021 another online environment designed to mimic the real world. The company uses the Vurvey AR solution to allow customers to interact digitally with 3D concepts and visualize them in their physical environment.
The platform combines 3D visualization with video survey tools used by Timberland to give customers a digital view of concepts that represent how they will be demonstrated in final implementation, while collecting feedback.
Timberland allows customers to virtually study the design details of a product and explain how they think the concept will work. Through Vurvey AR, customers can also identify the features of a new concept that are most important to them and highlight areas that seem confusing or misleading.
“Timberland is built on the foundation of shoe innovation; our partnership with Epic Games ’Unreal Engine allows us to explore new dimensions as we envision the future of shoe design and shoe culture,” said Drieke Leenknegt, Chief Marketing Officer, Timberland. “At the same time, we invite consumers around the world of design innovation as part of a unique Fortnite experience. The possibilities of logging into the metaverse are endless.
Based in Stratham, NH, and a subsidiary of VF Corp., Timberland operates more than 200 stores.