Chocowow Gaming House: How to link technological innovation to the launch of a new product

Kids Corp continues to work as a strategic partner of ChocoWOW, a cookie brand within the Corporación Multi Inversiones (CMI) portfolio. ChocoWOW initially engaged Kids Corp in 2022 to become the first brand in Central America and the Caribbean to be present in the metaverse through the VOOH (Virtual Out Of Home) advertising format.

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Following this success, the new challenge was to develop the first brand experience in Roblox in the region, aimed at promoting their product portfolio and accompanying the launch of their new Minibites cookies. In this context, Kids Corp created the Chocowow Gaming House, making the brand the first in Central America to have its own space in the metaverse.

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"At Kids Corp, we have the mission to create innovative and entertaining strategies for the U18 segment. After working alongside ChocoWOW in 2022, we developed their new consumer touchpoint, linking and translating their marketing plan into the metaverse," said Nicolás Cáceres, Head of Strategy & Innovation at Kids Corp.

The Roblox experience featured several key elements. Four thematic minigames were developed: "Bites Challenge," a timed obby with four levels of difficulty; a vertical obby with platform dynamics; and "Cookie Simulator," designed to provide fun and continuous engagement. These minigames were released gradually to maintain player interest and refresh the arena with revitalized content.

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One of the most innovative aspects was the OFF to ON transactional dynamic, where players had to scan the barcodes of purchased physical products to reach the "Chocolovers" level. This level granted them access to a VIP area and boosts that provided advantages within the arena, encouraging consumption of the brand's products.

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Additionally, virtual Chocowow items known as 'Virtual Goods' were incorporated into the game's store. Some were purely aesthetic, while others offered in-game advantages, thereby increasing interaction and user engagement with the brand.

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To foster competition, two types of rankings were implemented: weekly and overall. These rankings rewarded users who accumulated the most points, enabling both short-term and long-term competition. The overall ranking allowed users to compete over several months to become the "Ultimate Winner" and the definitive winner of the experience.

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The complete experience includes two characters who welcome players and explain the game dynamics: Alex Diaz and Rafa André, Guatemalan influencers.

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"We identified the metaverse early on as the new point of contact for brands with the U18 segment. In this context, we discovered a great opportunity and formed a multidisciplinary team with 100% Latin American talent to assist our clients in their immersion and development to genuinely and effectively connect in the metaverses. Currently, at Kids Corp, we have launched more than 10 brand experiences in Roblox and Fortnite, and we have created over 20 VOOH advertising campaigns, establishing ourselves as the leading marketing company in metaverse developments in the region," highlighted Cáceres.

The Chocowow Gaming House is an example of how to integrate gamification and digital marketing strategies to launch a new product and increase interaction with consumers. This project not only achieved high levels of player participation and retention but also demonstrated how brands can use innovative platforms like Roblox to establish new connections and strengthen their position in a competitive market.

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