Burgerland

Objective

Burger King aimed to engage children aged 7-13 on Roblox and drive traffic from the metaverse back to physical restaurants across Russia. The campaign was designed to convert in-game engagement into real-world meal box sales by creating a persistent, rewarding virtual experience that bridged digital play and restaurant visits.

Solution

Burgerland is a persistent restaurant-management game on Roblox where players take on roles (cook, cashier, courier) to earn in-game currency called Burgercoins. Physical Burger King children's meal boxes contain promo codes unlocking cosmetic skins, character upgrades, and restaurant discount coupons redeemable in-game. The game features leaderboard rankings rewarding top players with additional rewards. Players engage with activities like navigating locations and collecting bonuses within the Burgerland virtual space.

Results

Burgerland achieved 100% of maximum sales targets and caused such demand that physical meal boxes sold out at almost all Burger King locations across Russia within a month. The game ranked #1 in visits and likes among Russian Roblox experiences and #2 in overall attendance. Thirteen blogger partnerships generated 4.2 million views, and the campaign won Silver Medals at Workspace Digital Awards 2025.