Bilz & Pap stands as the most enduring brand, hand in hand with Kidscorp in the metaverse. It's a brand that has always sought innovation to connect with new audiences on emerging platforms, thus staying fresh and dynamic.
As a Chilean pioneer, Bilz & Pap entered the metaverse in 2022. Their 2024 Back to School campaign brought a new milestone: a multiplayer kart racing game set in the ambiance of Viña del Mar on Roblox, the first time it's been achieved within the brand's universe on Roblox, with outstanding participation rates.
A 360° campaign that starts on TV and lands in the metaverse
The initiative was part of a comprehensive 360-degree campaign beginning with television advertising and extending into metaverse activation. Players can choose their preferred kart, either Billy's or Maik's, and compete in races with an unlimited number of players on a track that organically integrates the brand and its products, ensuring strong brand recall and positioning.
The campaign successfully adapted creative summer campaign concepts to Roblox gaming mechanics, establishing a new communication point with young audiences and families.