Galderma’s acne-care brand, Differin, together with international advertising and public relations company, Dentsu, and digital game maker, Dubit, has collaborated with Roblox to launch the “Level Up Lobby.” Launched during CES 2025, the partnership will create a top Roblox experience with in-game rewards and real-world retail integration, everywhere Differin is sold.
The Level Up Lobby interactive space features an acne-care education mini-game packed with Differin’s acne-fighting arsenal. Participants can engage in three quick mini-game experiences:
● Foam Blaster: Players use the foam blaster to clean hovering faces with Differin’s 10% Benzoyl Peroxide Maximum Strength Foaming Cleanser.
● Power Patch Splatter: Players launch Differin Power Patches at the right moment to splat pimples.
● Zit Zapper: Players zap zits as they appear on hovering faces with Differin’s 10% Benzoyl Peroxide Spot Treatment Zapper.
Once completing the Level Up Lobby mini-games, players are surrounded by a sparkling aura, symbolizing the afterglow of Differin acne-care, and receive a gift box packed with a power-up to use on the spot.
Players can receive daily power-ups throughout the campaign by participating in Differin’s Level Up Lobby Roblox experiences. On their fifth visit, they have a chance to receive exclusive UGC items for their forever wear collection.
Shoppers can upload a receipt from any Differin product purchase from any retailer where Differin is sold to receive a power-up of their choice in participating Differin Level Up Lobby Roblox experiences.
The Differin Level Up Lobby will appear across five popular Roblox experiences visited by millions monthly, including NewSmith, Teamwork Puzzles 2, Carry A Friend, Paradise RP and The Floor is Lava. This ensures that Differin meets their audience where they live, play, and engage, creating a seamless blend of acne-care education and entertainment.
Launched in late 2024, the Level Up campaign has featured innovative, connected touchpoints across Twitch, Reddit, TikTok, YouTube, and more. The collaboration on Roblox aims to further evolve the Level Up campaign exploring new media in ways that connect with the next generation of gamers.
At CES 2025, Dentsu, Differin, and Dubit unveiled the Differin Level Up Lobby with a sneak peek into their groundbreaking acne-care experiences on Roblox at the session “Level Up: Building Confidence and Community for Gamers.”
The Differin Level Up Lobby is due to launch publically in Q1 2025. The experience will be available to Roblox players ages 13+, there is no purchase necessary to participate.
Find out more about Differin’s “Level Up,” campaign at treatacne.com. Differin is available at major retailers nationwide.
About Dentsu, Differin, and Dubit Partnership
Dentsu, the first advertising holding company included in the Roblox Partner Program, teamed up with fellow Roblox partner Dubit and Galderma’s innovative acne-care brand, Differin, to deliver this first-of-its-kind acne-care experience on Roblox. As a result of the partnership, Dentsu clients, like Differin, have gained insights into Roblox’s advertising technology innovation and, in collaboration with Dentsu and Dubit, have co-created the custom Level Up Lobby experiences to bring the Differin brand closer to their audiences across the physical and digital world.
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Source: Dentsu, Differin, Dubit, Roblox, CES, CTA, Level up
