E.l.f. Uses Viral Sailor in Roblox Game Targeting Young Creators
E.l.f. Cosmetics has teamed up with an unexpected partner — a viral solo sailor and his cat — to launch a gamified campaign in the metaverse designed to inspire creativity and purpose among young Roblox developers.
The beauty brand partnered with Oliver Widger, the sailing influencer behind the viral @sailing_with_phoenix accounts on Instagram and TikTok. Widger gained widespread attention after documenting his weeks-long journey across the Pacific Ocean with his rescue cat, Phoenix. The trip followed a personal turning point: Widger left his job at a tire company and liquidated his retirement savings after being diagnosed with Klippel-Feil syndrome.
Roblox Activation: ‘Sailing with Phoenix’ Game Jam
After Widger’s story gained traction online, E.l.f. collaborated with gaming consultancy eGEN to launch a Roblox game jam — a limited-time challenge inviting developers to create themed games on the platform.
The initiative, titled “Sailing with Phoenix,” encourages Roblox creators to build original games inspired by Widger’s journey and themes of determination, adventure and dream-chasing.
“Like the rest of the world, we were fascinated by Oliver’s journey,” Patrick O'Keefe, chief integrated marketing officer, E.l.f. Beauty, said in a media release. “He’s a bold disruptor with a kind heart, and our partnership is all about empowering fellow dream chasers. This isn’t just a game or a stunt — it’s a platform for young creators to be inspired, spark creativity, build confidence and push the boundaries of what’s possible.”
Prior to the Roblox announcement, Widger joined the brand’s “E.l.f. You!” Twitch livestream just hours after arriving in Hawaii on May 24 to discuss his experience. “If there’s one person who chased their dream from watching me chase my dream, that’s the coolest thing in the world,” Widger said during the stream.
Shopper-Focused Cause Marketing
Before Widger’s voyage concluded, the beauty brand leveraged the widespread notoriety Widger was garnering to partner with Aloft, a nonprofit organization that supports aspiring aviators. Together, they coordinated a mid-ocean plane-drop care package for Widger — a symbolic gesture of support and brand visibility.
E.l.f. also donated to the nonprofit as well as to an animal shelter of Widger’s choice in honor of Phoenix.
A Growing Presence in the Metaverse
By launching the game jam on Roblox — a platform with over 70 million daily active users — E.l.f. is giving creators a direct invitation to engage with its brand values while building their own stories.
E.l.f. has previously activated on Twitch and TikTok, and the Roblox game jam demonstrates how the brand converts earned media moments into interactive, purpose-driven campaigns that resonate with Gen Z and younger audiences.
