"Chebumania" - Brand World In Roblox With Multiplayer Activities

Objective

Hot Snack, a frozen-food brand, launched a campaign in Roblox to expand its presence in gaming environments and strengthen its connection with a young audience. The goal was to boost engagement, increase awareness of its product line, and drive sales through interactive in-game elements and exclusive rewards.

Solution

Built a large-scale Chebumania world-arena in Roblox with a central hub shaped like a giant microwave — a meeting point offering emote dances, daily reward distribution, and routing into the four themed arenas: Cheese Desert, Kruggets Planet, Volcano Valley, and Pelmeni Icebergs. Players follow quest chains set by the Chef's team (collection, delivery, reaction, and navigation tasks) that earn activity points and chebucoins, compete in mini-games including music rhythm games, and collect branded products falling from the sky. Each zone has its own mechanic and product set: Cheese Desert is an easy starter zone with sand bursts that launch players, dropping chebupizza (Italian-style chicken) and chebupeli (ham and cheese); Kruggets Planet is a space setting with altered gravity causing slow jumps and unusual fall trajectories, dropping kruggets with cheese sauce and hotsters; Volcano Valley is a night arena with lava splashes and red lighting, dropping spicy chebupeli and pepperoni chebupizza; Pelmeni Icebergs has a slippery surface with slowed controls and inertia, dropping bulmeni. Hidden secret zones conceal extra chebucoins and collectibles. Chebucoins are exchanged for lootboxes containing exclusive UGC cosmetics usable across the main Roblox platform. The experience keeps the brand's ironic, meme-referencing voice, including jokes about other brands. The campaign included weekly leaderboards and seasonal events, launched October 23, 2025, and ran through December 21, 2025.

Results

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