The SOUR PATCH KIDS® Brand Turns Mischief into Currency in Its Own Immersive World on Roblox

Rhea-AI Summary

The SOUR PATCH KIDS brand is launching the Mischief Tycoon Experience on Roblox, an immersive platform with millions of daily users. Set to release on June 14, 2024, this new experience allows fans aged 13 and up to engage in mischief and rebuild disrupted lands in a sour-then-sweet journey. Users can collect in-game currency and mischief points but cannot earn real currency. The experience features mini-games themed around SOUR PATCH KIDS fruit flavors, with rewards such as virtual fashion items, brand merchandise, and candy coupons available to the most engaged users. Additionally, -time Lemonade Loot Boxes will offer unique in-game prizes. This initiative aims to deepen fan engagement both in-game and in real life.

Positive

• Innovative engagement: Launching the Mischief Tycoon Experience on Roblox targets a youthful, tech-savvy audience.
• Brand synergy: Aligns SOUR PATCH KIDS with a popular gaming platform, potentially boosting brand recognition.
• Interactive rewards: Offers digital and 'phygital' rewards which can increase user engagement and brand loyalty.
• Seasonal tie-in: -time events like Lemonade Loot Boxes create urgency and excitement among users.
• Revenue Potential: Increased brand visibility may drive sales of SOUR PATCH KIDS products.

Negative

• No real currency: In-game activities do not generate real financial gains for users, which could limit engagement.
• Age limit: Restricted to users aged 13 and older, possibly excluding a segment of the target market.
• Resource allocation: The development of this immersive experience likely required significant investment, with uncertain ROI.
• Market competition: Other brands might adopt similar strategies, diluting the uniqueness of the engagement.

New tycoon experience delivers sour-then-sweet rewards 

EAST HANOVER, N.J., June 12, 2024 /PRNewswire/ -- The SOUR PATCH KIDS brand is launching its own sour-then-sweet world on Roblox, a global immersive platform where millions of people connect and communicate daily. The SOUR PATCH KIDS Mischief Tycoon Experience takes fans, ages 13 and up, within the Roblox community, on a journey to rebuild the land that the Sour Patch Kids mischievously disrupted, which then turns sweet by offering users the opportunity to collect in-experience currency and mischief points. No real currency is required or earned by Roblox community members visiting this new experience on Friday, June 14, 2024.

Developed for users ages 13 and older, the SOUR PATCH KIDS Tycoon Experience encourages fans to engage in mischief to rebuild four fruit-themed versions of Mischief Mountain inspired by the brand's fruit-flavored candies. Fans who engage in the most mischief will be awarded free, limited SOUR PATCH KIDS-themed digital fashion items. Additional 'phygital' rewards such as SOUR PATCH KIDS brand merchandise and candy coupons will be rewarded to select fans through third-party partners to create awareness for the new experience and connect with digital gameplay.

"Our brand fans continue to enjoy SOUR PATCH KIDS as their go-to snack when gaming, and now we are excited to connect with the community by having SOUR PATCH KIDS join them on-platform through a fun, interactive, experience," said John Vasington, brand manager of SOUR PATCH KIDS, Mondelēz International. "SOUR PATCH KIDS Mischief Tycoon gives our 13+ fans in the Roblox community a unique way to engage in loveable mischief, extending our ability to reward fans both in-game and in real life."

The experience consists of a dedicated zone with challenges where users can accumulate even more mischief to unlock SOUR PATCH KIDS companions that have turned sweet to rebuild the land they disrupted. Each mini-game represents a SOUR PATCH KIDS fruit flavor, with the following three ready to enter at the launch of the Tycoon experience. Fans are encouraged to stay for new mini-game roll outs throughout the year.

• Watermelon Blast – Visitors run through a fruit patch blasting watermelons. Try to level up blast strength through the collection of mischief. Small watermelons are easy to blast, but larger watermelons are more difficult. Ultimate fans can reach boss level – a massive watermelon for multiplayer blast. Each successful blast is rewarded in mischief.
• Grape Gallery – Visitors engage in a mischievous slingshot battle where aim and speed are put to the test by blasting moving targets including epic level grape candies. Each successful "hit" is paid out in mischief. Blasting floating SOUR PATCH KIDS Grape candy offers the highest rewards but be sure not to blast the floating bombs accidentally! Try to level up via slingshot upgrades.
• Peach Falls – Visitors catch falling peaches, but watch out for the falling broccoli bombs, which reduce points! Try to level up basket size through the collection of mischief. Bigger baskets offer more opportunities for rewards.

In celebration of the summer launch of the tycoon experience, the brand is delivering a downpour of Lemonade Loot Boxes inspired by one of its most refreshing sour-then-sweet flavors, SOUR PATCH KIDS Lemonade Fest candy. For a limited time, crates of Lemonade Loot will fall from the sky every ten minutes. These crates will contain everything from in-game currency to ultra-rare crates carrying 100x the benefit. Fans can redeem the in-game currency at the Lemonade Stand in the SOUR PATCH KIDS Tycoon experience for unique prizes. Some lucky fans may unlock special digital items inside very rare loot crates.

"The SOUR PATCH KIDS Mischief Tycoon Experience brings to life the ultimate Roblox companion – Sour Patch Kids," said Brian Fannin, chief operating officer of Polycount.io, metaverse architects and developers of the SOUR PATCH KIDS Mischief Tycoon Experience. "In true form, the Sour Patch Kids companions start off sour and then turn sweet to offer upgrades and in-game boosts when equipped by the users. It's the perfect marriage of two iconic brands. The SOUR PATCH KIDS brands can engage with their fans and new audiences in an authentic way by amplifying the way the community is already engaging on Roblox."

Roblox is an immersive platform for connection and communication. Every day, millions of people come to Roblox to create, play, work, learn, and connect with each other in experiences built by its global community of creators. The company's vision is to reimagine the way people come together– in a world that's safe, civil, and optimistic.

About SOUR PATCH KIDS^® Candy
SOUR PATCH KIDS ^® is a beloved SOUR THEN SWEET^® candy brand, available around the globe. SOUR PATCH KIDS ^® candies have been igniting loveable mischief with fans since the SOUR PATCH KIDS^® brand was established in 1985. For more information, follow SOUR PATCH KIDS^® on Facebook/sourpatchkids, X @SourPatchKids, TikTok @therealsourpatchkids or on Instagram @SourPatchKids.

About Mondelēz International
Mondelēz International, Inc. (Nasdaq: MDLZ) empowers people to snack right in over 150 countries around the world. With 2023 net revenues of approximately $36 billion, MDLZ is leading the future of snacking with iconic global and local brands such as Oreo, Ritz, LU, Clif Bar and Tate's Bake Shop biscuits and baked snacks, as well as Cadbury Dairy Milk, Milka and Toblerone chocolate. Mondelēz International is a proud member of the Standard and Poor's 500, Nasdaq 100 and Dow Jones Sustainability Index. Visit www.mondelezinternational.com or follow the company on Twitter/X at www.twitter.com/MDLZ. 

About PolyCount
Polycount is a creative design agency specializing in the creation of Immersive 3D environments, Digital Twins and AR experiences. Founded in 2000, the studio offers 200 years of collective 3D experience designing and building for two dozen Fortune 500 companies. Polycount believes Immersive Marketing offers a new digital touchpoint that allows brands the opportunity to engage with existing audiences and attract new consumers through digital gaming and social interactions. By designing and building immersive 3D experiences that are interoperable across many different platforms, Polycount offers their clients the opportunity to expand their digital strategy through increased engagement and brand exposure.

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SOURCE Mondelēz International, Inc.

FAQ

What is the SOUR PATCH KIDS Mischief Tycoon Experience on Roblox?

It's an immersive game where users can engage in mischief to rebuild disrupted lands, collecting in-game currency and points.

When does the SOUR PATCH KIDS Mischief Tycoon Experience launch on Roblox?

It launches on June 14, 2024.

What rewards can users earn in the SOUR PATCH KIDS Mischief Tycoon Experience?

Users can earn virtual fashion items, brand merchandise, candy coupons, and unique in-game prizes.

Is real currency involved in the SOUR PATCH KIDS Mischief Tycoon Experience?

No, users can collect in-game currency and mischief points, but no real currency is earned or required.

Who can participate in the SOUR PATCH KIDS Mischief Tycoon Experience on Roblox?

The experience is designed for users aged 13 and older.

What are the mini-games available in the SOUR PATCH KIDS Mischief Tycoon Experience?

The mini-games include Watermelon Blast, Grape Gallery, and Peach Falls.

What is the purpose of the Lemonade Loot Boxes in the SOUR PATCH KIDS Mischief Tycoon Experience?

Lemonade Loot Boxes offer in-game currency and ultra-rare crates with special prizes, available for a time.