- Sydney-based iion offers a self-serve platform for brands to create ‘activation on immersion’ experiences for their audiences.
- Dubai-based NEO Technology is a leading company in the programmatic advertising domain that provides advanced ad-tech solutions to brands.
Sydney, Australia-based iion and Dubai, UAE-based NEO Technology have recently partnered to launch a global-first marketing campaign for the Spanish confectionary brand Chupa Chups.
In a global-first initiative, iion being a leading game advertising platform in collaboration with the programmatic advertising platform NEO Technology has launched a creative avatar sponsorship for Chupa Chups in the Roblox game universe.
The campaign named ‘Munch While Gaming‘ marks a new era in the digital marketing and advertising space to target young gaming enthusiasts in the UAE. It introduces Chupa Chups’ branded items for avatars in the Roblox game universe, which goes beyond traditional in-game advertising by allowing players to embody the brand within the game world.
The campaign includes in-game billboards to enhance the avatar sponsorship, offering a complete strategy that mimics real-world billboard advertising. This approach aims to boost brand awareness and engage users, creating a sense of brand loyalty as avatars showcase a Chupa Chups branded item. iion has initiated a brand lift study to determine the efficacy of this immersive experience on UAE gamers and measure the overall success.
NEO Technology was eager to bring Chupa Chups into the gaming world with its carefully crafted ‘Munch While Gaming’ campaign. According to the company, this initiative was born from a deep understanding of the client’s needs, with NEO Technology’s strategic planning and innovative approach playing a pivotal role. By perfectly aligning with the brief, we were able to create a truly immersive advertising experience that sets a new benchmark for impactful brand interaction within virtual worlds.
Speaking of the development, Yun Yip, the Chief Commercial Officer of iion in a statement said,
“In parallel, this activation was also executed via our self-serve platform immersiion, illustrating the possibility and ease of a seamless, effective gaming strategy for combining physical and virtual worlds.” she said
“iion is proud to have been a part of this global-first campaign and have the opportunity to showcase our ability to simplify immersive gaming activation,” Yip added
Reflecting her enthusiasm for the campaign, Joelle Roukoz, Business Development Manager at NEO Technology, said,
“This activation really shows how bold and forward-thinking Perfetti is with Chupa Chups. By jumping into Roblox, they’re meeting families, Gen Z, and target groups where they love to be, creating real connections. It’s not every day you see a brand willing to dive into something new like this, and Chupa Chups has definitely raised the bar for how brands can engage in the virtual world.”
The campaign marks a fresh approach to in-game brand integration – aims to bridge the gap between gaming and snacking using the immersive world of gaming. The seamless integration within the gaming space demonstrates how combining in-game formats can enhance brand impact and presence.
By combining the right partners, tools, strategy, and creative vision, brands can effectively expand their reach through gaming. This offers brands a major opportunity in the increasingly competitive digital landscape, where attention is king.
