Chupa Chups: Skate & Create
Open the game- Brand
- Chupa Chups
- Year
- 2023
- Objective
- Engagement
- Industry
- Food & drink
Objective
Chupa Chups sought to build cultural relevance and lasting emotional connections with UK Gen Z audiences, who represent 98% of young people in the market as gamers. The brand aimed to maintain its position as fun and iconic while establishing a presence in the gaming space where teens spend nearly 5 days per week on average.
Solution
A branded Roblox world launching August 2023, developed with Wavemaker UK and Misfits Gaming Group. Players skate or roller-skate through a futuristic city, earning 'creds' by painting streets in Chupa Chups flavor colors with spray cans, performing tricks and jumps, or delivering Chupa packages. Painting unlocks new areas, items, and activities. The game concept centered on 'Creative Empowerment,' giving Gen Z authentic ways to express themselves through the brand.
Results
The game consistently exceeded dwell time benchmarks by over 140%. Initially planned as a UK-only release, the experience was rolled out to additional markets with plans for seasonal content and real-life event integrations.
