Crocs always has encouraged consumers to mix, match and personalize different combinations of clogs and its iconic Jibbitz charms. But the footwear brand is bringing this experience to a new digital plane with the Crocs Mad Lab, a new immersive experience where users can co-create with Crocs.
The new virtual experience welcomes users by asking them to answer a series of interactive questions. When this process is complete, they receive unique, personalized Bbitz, which are AI-generated, creative versions of the classic Crocs Jibbitz charms. Advanced AI and blockchain technologies unlock trillions of design combinations for users to create and share.
Brand fans can engage with the broader Crocs Mad Lab community by collecting other users’ Bbitz within the challenge galleries, voting for their favorite creations and earning badges for completing certain actions and sharing the experience on social media. Challenge winners can earn various prizes, such as Crocs Mad Lab digital exclusives, discounts, limited-edition Crocs products and unique experiences.
“At Crocs, pairing personalization with digital-first ideas is inherent to our brand,” said Feliz Papich, VP of Digital Product Management and Consumer Experience at Crocs, in a statement. “Through Crocs Mad Lab, our first-of-its-kind digital hub, we’re completely redefining how fans express themselves. Drawing inspiration from our beloved Jibbitz charms, the AI-driven Bbitz empower creativity and deepen community bonds, leveraging advanced technology to bring our fans’ love of self-expression to a whole new dimension.”
Crocs worked with experience agency Digitas as well as the Publicis Media Content and Innovation Team, to develop the virtual world. And there are already future improvements in the works, including new rewards and more creative and collaborative opportunities to foster deeper community connections.
“In Croc Nation, among the true fans, there is a magic moment when your style, personal Jibbitz and vibe just click,” explained Atit Shah, Chief Creative Officer of Digitas, in a statement. “It’s a victory in self-expression, the journey is fun — it’s an energy wave person to person. And everybody’s welcome. With Crocs Mad Lab, we bring a new communal canvas for this genuine feeling, warping design, AI and platform innovation in an otherworldly way. Thrilled to partner with Crocs on this new brand dimension.”
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