We proudly created a trailblazing
cross-platform gaming initiative that seamlessly merges digital and real-world experiences.
In a bold move, we pioneered the
first-ever brand loyalty program on Roblox.
Recap
In Playables, we reward kids for
playing the games they already enjoy
in this never-been-done program that reinforces Lunchables as a
creativity driver.
We engineered Lunch Points, a virtual currency granting young gamers access
to a treasure trove of in-game delights,
all without having to pester their parents for Robux.
Kids chose their own adventure with Lunch Points, which unlocked limited-edition avatar clothes for the ultimate self expression and Lunchables Pets.
The pets were unique in that Lunchables pioneered first-to-market interoperable items that kids could use across multiple partner games on Roblox, along with giving kids special boosts to make gameplay easier.
9.3B Lunch Points collected
22M hours UGC equipped
22% sales velocity increase
for QR code packs during campaign proving to be a
game changer for the business
As QR code scans surged month by month and surpassed CPG industry standard benchmark rates by 20%, it became clear that children were not just playing and equipping their avatars, but actively forging a bond with Lunchables.
Playables website was the hub for the campaign
Playables is in the top 20 branded experiences on Roblox
Choose your adventure and express yourself!
First time items were used across multiple unbranded games
4,900+ live stream hours watched
On pack QR code drove the experience from IRL to digital
Our custom Roblox experience highlighted integrations with partner games
Lunchables ran the first rewarded AR ads in PokémonGO!
Over 25k AR games played, allowing players to earn even more Lunch Points
