Insight
To reach extremely social 8-year-olds that aren’t allowed on social networks, Paddle Pop ice cream created its own social platform in the form of a game featuring the brand’s iconic characters to engage with kids.
Strategy
Working with 21 Unilever markets, all of the content was then localised and deployed across server clusters in the Americas, Europe, and Asia Pacific.
Execution
World of Paddle Pop is the first branded Massively Multiplayer Online Game where kids can create avatars, explore worlds, fight monsters, and meet other kids.
It features a safe chat that protects them from predators and allows them to communicate with kids around the world, regardless of language.
Working with SapientNitro, World of Paddle Pop was developed entirely in Singapore, in partnership with Magma Studios who provided the technology and expertise in massively multiplayer gaming.
To accurately recreate the brand’s signature worlds and storyline, thousands of 3D assets were painstakingly built, digitally hand painted, and put together. The agency spearheaded the creative direction with the Unilever Global Brand Team, resulting in over 10 hours of interactive quests and scripts integrated into an always-on brand experience.
Results
In the beta launch, over 103,000 kids signed up to play. Since then, they have spent an average of 29 minutes on the platform a day, beating industry benchmarks for social games by over 700%.
It marks the highest level of engagement the brand has ever achieved in digital.
Paddle Pop ice cream overall sales grew 7.4% across all markets. In top markets, sales grew by as much as 21%.