In today’s highly competitive communication landscape, creating a compelling brand experience has become indispensable for companies striving to thrive in the market.
One such example comes courtesy of the crypto-gaming entertainment brand Roobet, owned by RAW Entertainment. Through a collaboration with branding and marketing agency Steves&Co, the company gained new perspectives into the significance of brand experience throughout the customer journey, both online and offline.
“What is greater than witnessing your customers not only being delighted with the product you offer but also seeing them transform into genuine fans and brand ambassadors?” asks Roobet’s director of marketing, David Kostap.
“The process of turning customers into passionate advocates heavily relies on the exceptional experiences they receive. This fosters stronger and more enduring relationships between the brand and its customers, amplifying their loyalty and endorsement.”
Kostap further highlights the importance of brands consistently delivering a high-quality representation of themselves at every interaction point. Aligning all aspects of the brand journey is key, as individuals constantly seek holistic entertainment and personal value from brands.
Roobet, as an online entertainment provider, understands the significance of maintaining consistent touchpoints through user-friendly website journeys and interfaces to attract and retain customers. Seamless and intuitive interactions have played a pivotal role in enhancing the online experiences of its customers.
Memorable brand moments
From the moment Steves&Co embarked on the project with Roobet, the main objective was to craft and maintain a captivating brand experience that remained authentic and comprehensive.
“Our teams constantly ensure that the brand guidelines and tone of voice are robust and relevant, aligned with Roobet’s vision and any new directions it takes,” emphasises Emily Micallef, head of marketing and strategy at Steves&Co. “The stewardship of a brand, ensuring it is genuine and appropriately represented in the market, has been a significant factor contributing to the success we have observed during our 15 years in business,” she continued.
Steve Ciantar-Barbara, CEO of Steves&Co, echoes this sentiment, emphasising the importance of creating memorable brand moments. He states: “Brands have the opportunity to forge deep connections and elevate their relationship with their audience. It’s about consistently exceeding expectations, surpassing previous achievements to truly differentiate yourself in the market.”
The process of turning customers into passionate advocates heavily relies on the exceptional experiences they receive.
David Kostap, Roobet
An important aspect of this client-agency work was the incorporation of a group of high-profile ambassadors, whose distinct personalities were seamlessly merged into the tone and fabric of the brand.
One successful collaboration example was the partnership between Roobet and Snoop Dogg. Steves&Co took the lead in global communication and marketing, creatively building campaigns and utilising dedicated boards and websites that effectively portrayed both Roobet and Snoop Dogg in a shared space.
Roobet’s Kostap explains: “We were very pleased to see the effective response and positive engagement from our valued customers and players. The increasing number of return players and a surge in member signups reflect the steady growth of our vibrant online and offline communities.”
By embarking on this series of successful high-profile collaborations, Roobet has not only added significant brand value but also achieved remarkable milestones. Notably, the partnership formed in March of this year with Snoop Dogg presented exciting opportunities to create fresh brand experiences and propel further development for the brand.
“Steves&Co played a crucial role in developing our communication strategy for the brand ambassadors projects, ensuring that all creative elements are captivating and enjoyable,” Kostap continues.
This involved implementing engaging content across websites in various languages, dynamic digital ads, captivating video ads and impactful OOH campaigns across Mexico, Brazil and Canada, featuring dedicated billboards and websites that seamlessly integrated the worlds of Roobet and Snoop Dogg. Furthermore, Roobet took the celebration of this partnership to new heights by launching an exclusive game dedicated to their fans.
Offline experiences also contribute to establishing a brand’s identity and forging emotional connections with customers. Whether through physical spaces, events or face-to-face interactions, offline experiences offer unique opportunities to engage with customers on a personal level.
Marian Melinte, head of customer acquisition for Roobet, agrees: “Creating memorable offline experiences at trade show expos has allowed us to build trust and establish Roobet as a leading brand in the gaming entertainment industry. It’s all about connecting with our customers and partners on a deeper level.”
He adds: “Roobet’s commitment to offline touchpoints – such as branded presence in spaces and communications through a branded fleet of shuttle buses at trade shows and expos worldwide, as well as OOH ads – played a significant role in portraying the brand and facilitating interactions with visitors and media partners. Steves&Co’s dedication to create unique approaches and interactions for physical environments consistently elevated the brand, attracting more customers and increasing consumer satisfaction.”
Immersive brand experience
Recognising the significance of establishing engaging interactions with audiences, Roobet extends its commitment beyond offline touchpoints to the digital realm. A brand’s website is a digital representation of its values, offerings and personality, with an opportunity to engage visitors. The team at Roobet believes that a compelling website is paramount.
Kostap states: “Our website serves as a window into our brand. It’s not just about the games and products we offer but also about showcasing our commitment to innovation, entertainment and customer satisfaction.”
The collaborative efforts between Steves&Co and Roobet have successfully orchestrated a thrilling and immersive brand experience that transcends the boundaries of the online and offline worlds. By meticulously crafting authentic touchpoints, aligning brand elements, and incorporating high-profile ambassadors like Snoop Dogg, Roobet has not only attracted and engaged customers but also cultivated a community of passionate brand advocates.
Through its commitment to innovation, customer satisfaction and strategic digital and physical interactions, Roobet continues to elevate its position in the competitive online entertainment industry, leaving an indelible mark on the minds and hearts of its audience.