CASE STUDY

Twilight Daycare x L.O.L. Surprise

Bringing authentic brand integrations to Roblox

Client challenge

Successfully launch the highly-anticipated L.O.L. Surprise OMG Queen doll line in a competitive and saturated toy market.

Campaign objective

Genuinely connect with the target audience, enabling them to fully immerse themselves and interact with the new L.O.L. Surprise OMG Queens within the game.

Execution

To build buzz around the L.O.L. Surprise OMG Queens, Spin Master partnered with Gamefam to integrate the doll line into the popular Roblox experience, Twilight Daycare. The ten-day activation prominently featured the L.O.L Surprise OMG Queens throughout the game.

Players engaged with the L.O.L. Surprise OMG Queens in many ways, including but not limited to:

  • In-game toy play with L.O.L. Surprise OMG Queen dolls

  • Queens challenge with prizes

  • L.O.L. Surprise Roleplay Diner and House

  • Event promotion pop up when players spawn into the experience

  • Persistent HUD button

  • Native display ads

23M+

Engagements in US (10-days)

33M

Global player participation