Sour Patch Kids and Roblox Partnered on a New Experience
Michael Hemsworth — June 21, 2024 — Marketing
References: snackworks & snackandbakery
Sour Patch Kids and Roblox announced a partnership that will see the sour candy brand heading online to the immersive global video game platform to provide players with a themed experience.
The Sour Patch Kids Mischief Tycoon Experience is suited for fans aged 13 and up, and will require them to rebuild the land disrupted by the mischievous candy people. Fans who partake in the branded experience will receive a variety of limited-edition digital fashion items alongside phygital rewards like merchandise and even coupons for candy.
Brand Manager at Mondelēz International John Vasington spoke on the Sour Patch Kids and Roblox partnership saying, "Our brand fans continue to enjoy Sour Patch Kids as their go-to snack when gaming, and now we are excited to connect with the community by having Sour Patch Kids join them on-platform through a fun, interactive, experience. Sour Patch Kids Mischief Tycoon gives our 13+ fans in the Roblox community a unique way to engage in loveable mischief, extending our ability to reward fans both in-game and in real life."
Image Credit: Sour Patch Kids
The Sour Patch Kids Mischief Tycoon Experience is suited for fans aged 13 and up, and will require them to rebuild the land disrupted by the mischievous candy people. Fans who partake in the branded experience will receive a variety of limited-edition digital fashion items alongside phygital rewards like merchandise and even coupons for candy.
Brand Manager at Mondelēz International John Vasington spoke on the Sour Patch Kids and Roblox partnership saying, "Our brand fans continue to enjoy Sour Patch Kids as their go-to snack when gaming, and now we are excited to connect with the community by having Sour Patch Kids join them on-platform through a fun, interactive, experience. Sour Patch Kids Mischief Tycoon gives our 13+ fans in the Roblox community a unique way to engage in loveable mischief, extending our ability to reward fans both in-game and in real life."
Image Credit: Sour Patch Kids
Trend Themes
1. Branded Digital Experiences - Companies are increasingly collaborating with gaming platforms to create immersive branded experiences, merging online interaction with real-world rewards.
2. Phygital Rewards Integration - The combination of physical and digital rewards in gaming environments is attracting brands eager to offer unique, tangible incentives alongside virtual experiences.
3. Youth-centric Game Engagement - Brands are targeting the 13 and up demographic through interactive game-based experiences, capitalizing on their engagement with digital platforms like Roblox.
Industry Implications
1. Gaming - The gaming industry is witnessing a surge in brand partnerships that create themed in-game experiences, enhancing user engagement and loyalty.
2. Confectionery - Candy brands are leveraging popular gaming platforms to create interactive promotional experiences that resonate with younger audiences.
3. Digital Merchandise - The market for digital fashion items and phygital rewards is expanding as brands seek to offer unique value propositions within virtual environments.
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