all projectsconcept ideation and development of Big Babol Skate Rush, a Roblox experience designed to introduce Big Babol and its iconic products to a new generation of consumers.
Big Babol, a brand of the Perfetti Van Melle group, made its debut in the gaming world with “Big Babol Skate Rush”, a proprietary experience designed and developed by atopos to bring the iconic pink bubble gum to Roblox, leveraging a theme deeply connected to the brand: skateboarding. The launch was accompanied by a physical activation at COMICON Naples, turning it into a cultural moment and making it the first branded Roblox experience to be launched at a physical event on this scale in Italy.
Big Babol Skate Rush has been designed with 3 clear objectives in mind:
renew Big Babol’s relevance and brand awareness among Gen Z and Gen Alpha. Through Roblox, Big Babol evolves from an iconic, nostalgic brand into a contemporary one, capable of speaking the language of new generations
elevate three different products from the Big Babol line were highlighted by turning them into obstacles across the Obby Run levels
implement a simple yet effective gameplay mechanic, designed to keep users active within the experience for extended play sessions
the core elements of the experience were:
the spawn area, featuring leaderboards, a street-style store where users could find the UGC items, and a skatepark to practice before starting the obstacle course.
the heart of the map: an obstacle course built across three levels, where players run, collect Gums – the in-game currency – to unlock power-ups, such as skates that make them go faster, hinder opponents, and compete in a race for UGC items. Each level was designed with a different aesthetic, route, and set of gameplay dynamics. This variety allowed us to record incredible engagement numbers from the very first weeks.
completing the courses unlocks exclusive digital assets – helmet, hoodie, pants, and shoes – that can be used to customize the avatar and be shown across the entire Roblox ecosystem. Each item turns the player into an organic brand ambassador, extending Big Babol’s visibility beyond the boundaries of the map.
for COMICON Naples, Big Babol created a dedicated booth featuring ten gaming stations, a skate ramp with instructors, skate school sessions, and live performances. Content creators engaged audiences both at the fair and through streaming, while an exclusive QR code connected the physical activation to a special digital content drop: a limited-edition UGC item available only during the days of the event.
Big Babol Skate Rush reached impressive numbers across a 1.5 months' campaign length, ranking among the best branded speedrun experiences on the platform:
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