Mariah Carey’s Winter Wonderland offers festive metaverse experience on Roblox

Pop star Mariah Carey will be hanging out on Roblox for the month of December through one of the platform’s Livetopia experiences.

Mariah Carey’s Winter Wonderland aims to give people “a unique way to connect with the iconic artist and enjoy her music together with friends and family”.

During December, a holiday themed treasure hunt created in conjunction with Carey’s twins, Moroccan and Monroe, virtual item drops, and decked out Livetopia homes will be available, culminating with virtual performances.

Carey will perform a mix of her old and new hits, including All I Want For Christmas Is You as the grand finale.

The first of four consecutive nights of the virtual performance starts at 7 pm EST on Wednesday, 21st December, with additional showings at 7 pm EST on the 22nd, 23rd, and 24th.

There will also be a virtual store offering the likes of exclusive merchandise, unlockable houses, cars, and Christmas hats. Certain exclusive items include special power-ups for users to use before, during, or after, within Livetopia.

“Christmas is my absolute favourite time of the year. This year, I wanted to do something different to ring in the holiday season,” says Carey, “My kids and I live for Roblox, and we couldn't be more excited to be creating this festive metaverse experience for everyone.”

The experience was brought together by metaverse agency and development studio Relentlo.

The presenting sponsor of this event is eos, the Gen Z beauty brand known for its lip balms. This is its first metaverse activation.

“We are pushing the boundaries of audience engagement and rethinking how brands can enter these platforms with success,” says Neil Tewari, CEO at Relentlo.

Kyle Wonzen, VP, Brand Strategy adds: “Brands want to enter these platforms but often have no clear gameplan on how to build an experience and strategy that actually resonates with users. eos have been amazing partners who understand that the future of metaverse experiences require integrations that audiences adore, with or without the brand affiliation.”