Bomb Pop, America's favorite ice pop brand, entered the world of Roblox, teaming up with Restaurant Tycoon 2 to bring the joy and delight of their snacktime staples to the virtual world for the first time ever. In addition to adding Bomb Pops to the classic Restaurant Tycoon 2 menu, Bomb Pop applied its signature look to a curated selection of limited edition restaurant merchandise - all unlocked by virtual sales within Roblox's beloved Restaurant Tycoon 2 game.
The activation, led by GALE and Moonrock Labs, sold more than 48 million Bomb Pops within Restaurant Tycoon 2, the top game inside of Roblox.
“This campaign is about understanding gamer’s existing behaviors and delivering an entertaining branded activation. Through GALE’s collaboration with Moonrock Labs, Bomb Pop was able to naturally immerse itself into Restaurant Tycoon 2 and create unique value, with limited edition items and the ability to earn new flavors as players level up.” Max Bass - GALE Director of Emerging Connections
The mouth-watering milestone made the fan-favorite frozen treat the most-sold branded food item of all time in Roblox. Players couldn’t get enough of the 75+ custom-created in-game Bomb Pop items from the decor, to the menu. Bomb Pop brought eight signature flavors from the beloved original to fan favorites such as Banana Fudge, Nerds, and more, to the largest gaming ecosystem for teens.
“Creating fun, quality experiences that gamers love is the very foundation of Moonrock Labs,” said John Benyamine, Co-Founder, Moonrock. “We knew Restaurant Tycoon 2 within Roblox was the perfect partner for our collaboration with Bomb Pop, and the 20 million units eaten up continues to rise!”
“Bomb Pop is already a frozen favorite in real life, and we are thrilled to see the brand affinity extend into the virtual world,” added Alnese Thomas, Senior Brand Manager of Bomb Pop, “Restaurant Tycoon 2 was an amazing partner to introduce Bomb Pop to the metaverse and we are excited to see the numbers of Bomb Pops climb above 20 million and beyond!”
