Mundo Campero: the first brand experience of a Central American fast food chain on Roblox

Currently, brands face the challenge of innovating their communication strategies and adapting to a constantly changing digital environment to attract and retain new audiences. For kids and teens, video games are one of their favorite activities, and they spend more than 85 minutes a day playing them. Roblox is the favorite platform of 22% of minors under 18 in America.

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In this context, Kids Corp was once again engaged by CMI Alimentos, the multinational corporation with over 100 years of history. After the successful launch of ChocoWow Gaming House, the leading cookie brand in Central America, Kids Corp received a new request from CMI to create a brand experience in Roblox, this time for Pollo Campero, one of the leading fast-food chains in the region. In collaboration with the creative agency BBDO, Kids Corp developed “Mundo Campero,” utilizing the company's pillars (Flavor/Quality, Service/Channels, Sharing) to attract new audiences and rejuvenate the brand.

“We know that for kids and teens, video games are one of their favorite activities, with over 85 minutes a day dedicated to playing. Roblox is the preferred platform for 22% of U18 in America. We are proud that CMI continues to choose us. With Pollo Campero, we found a great opportunity to create a unique and innovative connection space that not only entertains but also meets our client’s business and brand objectives,” highlighted Alejandro Sánchez Pabón, Head of Metaverse Hub at Kids Corp.

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“At Pollo Campero, we are ambassadors of evolution and we know that part of our brand’s young target audience is in the gaming industry. Therefore, we understand the need to be on innovative platforms like Roblox. This led us to work collaboratively with Kids Corp as a partner, due to their expertise in creating unique brand experiences with advanced technology. Mundo Campero reflects our commitment to evolve and connect with the young segment, offering an entertainment and fun space that strengthens our business and brand objectives,” stated Mercedes Zeceña, Regional Digital Marketing at CMI Alimentos.

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“Mundo Campero” is a virtual, modular, and expandable space, and it is the first fast food brand experience from Central America in Roblox, setting a new standard in interactivity and innovation in the sector. It offers a unique experience that aims to immerse users in a world where the brand comes to life in an entirely new and exciting way.

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One of the highlights of Mundo Campero is its transactional dynamics, allowing users to participate in various activities within the metaverse, designed to meet specific brand objectives. This way, players can redeem Pollo Campero products using codes sent via WhatsApp. This approach not only encourages continuous participation but also effectively integrates the virtual world with real-world transactions.

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Mundo Campero also features a gameplay mechanic called "Flavor Countdown," where players can simulate the experience of managing a Pollo Campero restaurant, handling and positioning the brand's menu products. This game serves as an entertainment tool and increases users' familiarity with Pollo Campero products, enhancing brand recognition and preference.

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The launch of "Mundo Campero" has been an absolute success, registering more than 30,000 unique players and surpassing 50,000 visits in its first six weeks. With an average stay time of over 8 minutes, this initiative has significantly improved customer interaction with the brand. The integration of transactional dynamics and the "Flavor Countdown" gameplay mechanic has contributed to increasing the visibility and positioning of Pollo Campero products among Roblox users.

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“At Kids Corp, we have been leading brand advertising in the metaverse at a regional level for over 3 years. We started with billboard proposals in popular gaming experiences within Roblox and then advanced to creating brand experiences for brands, also incorporating Fortnite. Motivated to keep evolving, innovating, and creating new solutions for our clients, we continue to expand our portfolio. For the first time, we developed research in the metaverse and recently launched the creation of minigames on these platforms,” concluded Sánchez Pabón.

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Thanks to this collaboration with Kids Corp, Pollo Campero has innovated its way of interacting with customers and has laid the foundation for future expansions and developments within the metaverse. This story exemplifies how the combination of advanced technology and innovative marketing strategies can take a brand to new levels of recognition and customer loyalty.