Elton John Case Study
Overview
Sir Elton John is one of the best-selling music artists of all time, with a career spanning over five decades and a catalogue of hits that has defined generations.GEEIQ helped launch a series of virtual assets and a digital concert for Elton John, creating ‘Beyond the Yellow Brick Road’ - the highest-rated concert in Roblox history, with over 2.6 million visits and an average engagement time of eight minutes per session.
2.6M+
Total Visits
8 Minutes
Average Engagement Time
The Challenge
Elton John sought a digital space in which he could preserve his legacy far beyond his farewell tour and real-world retirement while bridging the generational divide through his music and timeless fashion. The challenge was to bring Elton’s life and music to a platform where the majority of users would not be familiar with either.
The Impact
Across its opening weekend, Roblox users watched a digital Elton John perform his biggest hits in a virtual concert, every hour, on the hour. As a persistent experience, visitors can continue to access the world today, trying out his most iconic outfits and shopping the full collection of items.
As of August 2023, the experience had accrued over 2.6 million visits with an average engagement time of eight minutes per session. The ‘Heart Skip’ emote became the best-selling branded emote on Roblox.
20+
UGC Creators Involved
#1
Highest Rated Concert on Roblox
The Outcome
Elton John’s experience marked the biggest community-led experience in Roblox history, with over 20 UGC creators building assets. GEEIQ’s platform and team ensured that user enrichment, the Roblox community, and data-led decision-making were at the heart of the activation strategy.
Beyond the Yellow Brick Road remains accessible today, continuing to attract visits and engagement long after the farewell tour concluded.