Bomb Pop

Made history in Roblox and drove massive IRL sales

Case Study

Challenge

Bomb Pop is one of the most popular ice pops in the USA. People know the red, white, and blue colors and iconic rocket shape, but have some trouble recalling the name. With other ice pops on the market, we needed to drive awareness with tweens so they remember the Bomb Pop name.

Solution

In order to reach tweens and maximize our spend, we needed to focus on one platform that tweens use for self expression — TikTok. By diving into the platform, we were able to inspire tweens through creators, organic content, and a first-to-market experience.

RESULTS

Within the two-week activation:

1.7m

Total Plays

48.6m

IMPRESSIONS

29mins

Average Time Spent Playing

FROM SUMMER TREAT TO YEAR-ROUND SWEET

We brought tweens' favorite summertime snack into the virtual world for two weeks. Roblox restaurant owners could serve eight virtual Bomb Pop flavors to their hungry customers. Gamers served 48.5 million Bomb Pops, making us the #1 selling food item in Roblox history.

STRATEGICALLY SPARKING A REVOLUTION IN PLAYER ENGAGEMENT

We seeded the integration on platforms tweens frequent, YouTube and TikTok, with gaming influencers and trailers, previewing the update and building excitement ahead of the official launch. As players sold more and more Bomb Pops, they unlocked the 50+ exclusive branded items we created, from couches and chandeliers to lava lamps and beach cruiser bicycles. Players completely transformed their restaurants into gaming lounges, family-style buffets, and even high-end beach clubs, using our limited-edition items.

500K

Unique Users

133^%

Above Roblox Benchmark

600K

Hours of Total Playtime

28.6^%

Increase in Sales in the Real World