Candyland Paradise
Read the story- Brand
- Chupa Chups
- Year
- 2024
- Objective
- Engagement
- Industry
- Food & Drink
- Mechanic
- Mini-Games
- Platform
- In-Game
- Agency
- Evolution And Build
- With
- Wavemaker MENA
Objective
Chupa Chups wanted to reach a young Middle East audience where they already spend time — Roblox — and turn a one-off promotion into an ongoing relationship with the brand. The campaign also gave the company's flagship Mall of the Emirates store a second life online, tying a code printed on retail packs in the UAE to rewards inside the game.
Solution
Players drop into Candyland Paradise, a Roblox world built as a candy-coated stretch of the Middle East — sand dunes, a majlis lined with carpets, a bustling souk, palm trees, and a life-size recreation of the Chupa Chups flagship store from Mall of the Emirates. From the hub they pick from a handful of mini-games — running a maze, racing down dunes on sandboards, working through an obby course, posing in a photo booth, or touring a working candy factory — and each round posts a score to a live leaderboard shared with everyone online. Session by session, players also pick up free limited-edition accessories for their avatars, with new drops timed to keep them coming back. In the UAE, buying a pack of Chupa Chups off the shelf added a real-world hook: a code on the wrapper unlocked one of these limited items inside the game.
Results
The game drew more than 100,000 organic unique visitors worldwide in its first two weeks, before launch marketing kicked in. Per figures reported by creative partner VectorThree, the campaign reached 1 million users in MENA on Roblox and generated 16 million views on the launch content (unaudited, contractor-reported). The brand extended the experience into 2025 with further limited-item drops in January and February.
- 1
The player enters the Chupa Chups Candyland Paradise experience on Roblox and arrives in a Middle Eastern-themed hub world of sand dunes, palm trees, traditional heritage-rug encampments, and a souk, anchored by a virtual replica of the Chupa Chups flagship store at Mall of the Emirates that the player can walk into.
- 2
From the hub, the player can enter a timed maze mini-game, navigating branching paths to find the exit before time runs out.
- 3
A sandboarding mini-game lets the player race down the dunes, with an optional board customization step before each run.
- 4
A branded obstacle course (obby) has the player jump across a sequence of platforms to reach the finish line.
- 5
A photo booth area lets the player pose their avatar in a branded backdrop and capture a snapshot.
- 6
A separate zone recreates a working candy factory, showing lollipop production as an explorable set piece within the world.
- 7
Scores from the mini-games feed a live leaderboard, giving the player a reason to return and improve their standing.
- 8
Participation across the experience earns free limited-run UGC accessories — including a lollipop backpack, racing helmet, and lollipop crown, among others such as a cap, glasses, headphones, and guitar seen in playthroughs — which the player equips on their avatar.
- 9
Players in the UAE can buy Chupa Chups in physical retail, find a unique code on the pack, and redeem it in-game for an additional limited UGC item, capped at 20,000 redemptions and restricted to that region.
