In Digital Spaces, Fans Crave an Always-On Experience From Brands

Roblox's Christina Wootton describes a new avenue for marketers during content lulls

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Editor’s note: This piece is part of our Columnist Network series, which explores the tactical thoughts and actions from Adweek’s community of high-level experts. Today, Christina Wootton of Roblox recommends real-time, always-on engagement to take marketing in digital spaces to the next level. Below, in her own words, she lays out what can be achieved when there is a symbiotic relationship between developers and community members.

The challenge

How do you keep fans connected and engaged year-round—for example, in between launches and premieres? That’s the question many brands, movie studios and streaming platforms deal with when it comes to marketing and brand strategies around their top products, content and talent.



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