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.