The bomb pop update 

Challenge
Bomb Pop is the most popular ice pop that nobody can remember. Our mission was simple: get tweens to remember our name. To do it, we partnered with game developer Moonrock to meet tweens on their turf, in a game they already love: Restaurant Tycoon 2 in Roblox.

Solution
Our team worked with Moonrock to create an experience that was authentic to what tweens are looking for in Roblox: a fun experience that added something new to the game they love. For two weeks, our update let Restaurant Tycoon 2 restaurant owners serve up a new item — 8 types of virtual Bomb Pops — to their hungry customers to earn limited-edition gear to upgrade their restaurants, turning Restaurant Tycoon 2 into a red, white, and blue bonanza. 

To built excitement ahead of the official launch, we seeded the integration on platforms our tweens frequent, YouTube and TikTok, with gaming influencers and trailers.

Results
The two-week activation saw over 1.7 million total plays, and users sold over 48.6 million Bomb Pops — more than double their top-selling in-game cheeseburger — making it the most-sold food item ever on Roblox. With an average of 29 minutes, time spent was 133% beyond Roblox branded-experience benchmarks.

The update also garnered nearly 600,000 hours of total playtime and gave players a new way to interact with Bomb Pop. Even more significantly, sales in the real world were up with an immediate 28.6% increase. By giving gamers exactly what they wanted in a game they loved, we proved that the virtual world can drive epic real-world business results.

Awards
The Shorty Awards: Silver + Audience Honor in Interactive Content 🥈

Team

CD: Lindsey Brand
AD: Olivia Gelard
CW: Adam Tarchoun
Director/Producer: Max Bass