The Salvation Army has debuts its first digital thrift store on Roblox, targeting Gen Z and Gen Alpha.

The experience, led by agency BarkleyOKRP, invites players to explore thrift-inspired digital finds for their in-game avatars. The project  "Thrift Score" was developed in partnership with The Gang, an immersive game studio.

Thrift Score” is integrated directly into several Roblox games, such as Seaboard City and Daycare Party. Live on Roblox, players can search for “Thrift Score” at  salvationarmythriftscore.com.

Stocked with creator and brand collaborations, player donations and digital replicas of real Salvation Army items, players browse racks to uncover items at accessible price points to secure participation across Roblox’s player base.

The experience also features special UGC items donated by some of Roblox’s influence creators, including @PrestonPlayz, @BriannaPlayz and @RussoPlays.

“Gen Z already loves thrifting. Our opportunity was to introduce them to The Salvation Army Thrift Stores in a way that fits how they discover style and express themselves today. Instead of asking them to come to us, we brought our thrifted inventory into a world they already spend lots of time in,” said Tim McCracken, SVP, creative/AI at BarkleyOKRP, told Agency Daily. 

Proceeds from “Thrift Score” support organization’s mission to help people in need nationwide.

BarkleyOKRP's creative work also includes Burger King, Corona Premier, Metro by T-Mobile and Planet Fitness.