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Sour Patch Kids on Roblox
Client: Mondelez International
The Challenge: To bring the iconic candy brand Sour Patch Kids into Roblox for a limited time Halloween activation
Sour Patch Kids, Sour Hollows, Roblox, UGC, Halloween,
Summary: Mondelez International partnered with Polycount to design and build a Halloween themed Roblox experience for their iconic brand 'Sour Patch Kids'. Our client had a very strict marketing policy for children so we pitched and executed a game specifically built for the 13+ demographic.
Our Strategy: Our activation was designed with higher fidelity graphics to appeal to an 'older' (13+) demographic. Additionally, our team included a generous use of 'Free UGC' into the gameplay in order to drive value to the Players and increase traffic to the experience.
KPIs: Our 2 week activation included a very small on platform marketing budget and yielded the following results:
1,200,000 minutes of brand engagement
20,000 hours/2.3 years of brand engagement
190,000 visits /75% over the age of 17
100% of UGC claimed (11,000 Units)
119 million impressions
89% game rating