Bogotá, October 2025 — In a world where new generations are redefining digital entertainment, the brands that naturally integrate into their gaming and social spaces are the ones that truly connect.
Kidscorp is the pioneer and leading company in Latin America in creating branded experiences within Roblox, the most popular metaverse for U18 audiences.
With deep knowledge of children and teen segments and the ability to segment by age, interests, contexts, and platforms, Kidscorp delivers unique experiences that blend data, technology, and creativity. In this context, Galletas Festival—one of Grupo Nutresa’s leading brands, recognized in its category and relevant for more than 60 years—partnered with Kidscorp to bring its universe into the metaverse, launching its first immersive world on Roblox.
Bringing the magic of Galletas Festival into the metaverse
The goal was to build a new digital touchpoint with teenagers that would reinforce brand recall and affinity through a gaming experience rooted in fun, community, and creativity.
The challenge wasn’t just to generate visibility, but to immerse users in the Festival universe through exploration and interaction, strengthening the emotional connection with the brand on one of the most relevant platforms in the U18 ecosystem: Roblox, where over 35% of minors with internet access in Latin America participate actively.
“Thanks to our proprietary technology, segmentation expertise, and deep understanding of gamer culture, we were able to transform Festival’s brand values and objectives into interactive universes that blend entertainment, connection, and purpose,” said Alejandro Sánchez Pabón, Head of Metaverse Hub at Kidscorp.
Data, creativity, and gamification in action
To achieve this goal, Kidscorp designed and developed “Meteorito Ácido,” an interplanetary and futuristic Roblox world inspired by the acidic meteor—an icon of the new Festival cookies launch.
The experience included several interactive zones:
- Snack Zone – A food truck–style restaurant where players could acquire power-ups inspired by Festival cookies.
- Fashion Zone – A customization area where users could personalize their avatars with exclusive brand items like belts and backpacks.
Game Zone, featuring two main dynamics:
- La Caverna Obby, an obstacle course with progressive levels that encouraged replayability.
- Tiles Game, a real-time competitive challenge with a record of 19 simultaneous players.
The strategy was amplified through teleports from popular Roblox experiences, driving direct traffic into Festival’s world, and through an influencer campaign on social media that fueled buzz and visits during the contest period.
For six weeks, local influencers such as @encajagamer, @soypablots, and @pelicanger__ promoted the challenge and distributed redeemable codes that unlocked the “Festival Meteorito Ácido” floating skateboard—one of the most coveted items in the experience.
Results: an experience that exceeded expectations
Over 3.5 months, the Festival world reached 23,977 unique players and 33,326 sessions, generating more than 3,194 brand exposure hours, with an average playtime of 5 minutes throughout the campaign, including the contest.
During the contest period—when influencers and social actions were integrated—average playtime increased by 133%, rising from 3 minutes outside the contest window to 7 minutes during it, demonstrating the strong impact of the amplification strategy.
Additional key metrics:
- 69.5% of traffic came from teleports, confirming the effectiveness of in-Roblox amplification.
- 56.5% of players were teens aged 13–17, the campaign’s core audience.
- Over 180,000 sessions completed in the main game and 14,800 in the Tiles Game, reflecting high engagement levels.
- 104 redeem codes activated by the community, with @pelicanger__ being the most effective influencer (80% of redemptions).
Conclusion: gaming as an extension of youth brand affinity
The Galletas Festival case demonstrates how a long-standing brand with strong affinity among adolescents can deepen its connection by entering the spaces where they already live, play, and socialize.
Through a strategy combining proprietary technology, precise segmentation, and immersive creativity, Kidscorp amplified Festival’s identity within Roblox, integrating it organically into an entertainment dynamic that is part of everyday U18 culture.
This experience reaffirmed Festival’s standing as a relevant, close, and culturally resonant brand for new generations—expanding its narrative into interactive formats that strengthen its presence in the daily lives of children and teens.
