Paramus, NJ – August 29, 2023 – Twenty million digital bites have been taken out of Bomb Pop, the iconic red, white, and blue frozen treat, via a seamless playable activation courtesy of influential marketing agency Moonrock Labs and business agency GALE.
The refreshing rocket shaped treats are available in Restaurant Tycoon 2, the top game inside of Roblox with more than three million favorites and played more than one billion times. The limited time collaboration with Bomb Pop began on Tuesday, August 22 and carries on until Tuesday, Sept. 5, 2023. Tweens at least 13 years of age can participate in the experience.
This mouth-watering milestone makes the fan-favorite frozen treat the most-sold branded food item of all time in Roblox. Players can’t get enough of the 75+ custom-created in-game Bomb Pop items from the decor, to the menu. Bomb Pop is bringing eight signature flavors from the beloved original to fan favorites such as Banana Fudge, Nerds, and more, to the largest gaming ecosystem for teens.
Past seamlessly crafted brand integrations from Moonrock Labs include Fortnite x Fanta and Fortnite x Burger King. Fortnite x Fanta featured a 50 person battle royale gamemode with Fanta flavor-inspired builds, architecture, 3D models, signs, and billboards, successfully reaching more than 400K players. Fortnite x Burger King of Chile crafted an immersive in-game race track experience featuring in-game Burger King locations. Players zipped through the track spotlighting Burger King-themed billboards and logos, including the beloved Whopper, fries, and condiments.
“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!”
“This campaign is about understanding gamer’s existing behaviors and delivering an entertaining branded activation,” said GALE Director of Emerging Connections Max Bass. “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.”
Bomb Pop x Roblox is available to play now in Restaurant Tycoon 2 within Roblox until Tuesday, Sept. 5, 2023. For more information check out the official Bomb Pop website, and keep up with Moonrock Labs on their official website.
About Moonrock
Moonrock combines decades of video game industry knowledge with cutting edge engagement methods and technologies designed to reach the critically-important gamer demographic. Specializing in content creation on a variety of networks, Moonrock opened its Labs division in 2023 with a team of 150 developers, designers, and product managers creating interactive experiences in Roblox, Fortnite, Minecraft, and other leading gaming platforms. Clients include Samsung, PUBG, Red Bull, Immutable, HyperX, Paramount, Comic-Con International, and more. Visit https://Moonrock.agency for more information.
About Bomb Pop
Bomb Pop is the original symbol of summer fun. Made by Wells Enterprises, Inc., the brand began in 1955 with its launch of the rocket-shaped red, white, and blue ice pop. Through its iconic shape and distinct soft, icy texture, Bomb Pop has bridged generations of families and friends over the last 65 years. Learn more about your favorite Bomb Pop – and locate a store near you – at www.bombpop.com.
About GALE
GALE is a Business Agency. We bring business insights to brand storytelling and activate across every channel. With expertise in business strategy, CRM, loyalty, brand storytelling, integrated, performance, creative, and content marketing, experience design and media, GALE creates marketing systems and communications that grow businesses. Founded in 2014, the agency currently has offices in New York, Singapore, Toronto, Denver, Detroit, Los Angeles, London, Austin and Bengaluru. In 2021, GALE was named Data & Analytics Agency of the year on the Ad Age A-List. For information on GALE, its customer data platform Alchemy™ and its consumer research capability ASK GALE, visit: https://gale.agency/.
