"BEELAND" - Game World With Mascot Uppers
Visit the site- Brand
- Beeline
- Year
- 2023
- Objective
- Other
- Industry
- Tech & Telecom
- Mechanic
- Mini-Games
- Platform
- In-Game
- Agency
- VOVA Family
Objective
Beeline sought to establish brand relevance and loyalty among children and teenagers (aged 5-17) by creating an immersive metaverse experience rather than relying on traditional advertising formats. Roblox mascot characters (the Uppers) were used to introduce young players to Beeline's UP tariff plan and its service packages through play rather than direct advertising, increasing product engagement and awareness. The campaign positioned the telecom operator as a culturally relevant brand for young audiences who would eventually become long-term customers.
Solution
BEELAND is an interactive world built within Roblox featuring 10 thematic mini-games, each set in a skill-based zone (speed, attention, logic) and tied to one specific package of Beeline's UP tariff plan, explaining its benefits through gameplay. Players earn an in-game currency called 'cells' by completing challenges, which they can exchange for character cosmetics (skins) or convert into real rewards through promotional codes in Beeline's online store. Leaderboards and recurring challenges are used to drive repeat visits and session frequency. The experience includes five distinct locations with unique visual environments, a central hub with teleportation systems, and dozens of talking NPCs featuring Beeline's mascot characters (the 'Uppers'), each representing one of the UP tariff's service packages. The build ensured safe navigation for children, stable performance across both mobile and desktop Roblox clients, and event analytics tracking entries, sessions, and repeat visits. The dual reward system—cosmetic customization paired with tangible real-world benefits—creates layered motivation for repeated engagement.
Results
The campaign reached 613,000+ unique visitors with 758,000+ total gaming sessions recorded during the project support period. Players returned an average of 3 times per week, spending 7 minutes per session compared to the typical 5-minute average for Roblox experiences. The demographic reach achieved its target with 56% of all players being children and teenagers aged 5-17.
