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