First Metaverse virtual campaign in Central America and the Caribbean: ChocoWOW and Kids Corp are the pioneers

The communication and marketing industry is in a constant process of evolution with the arrival of new technological tools and web platforms. This is the case of metaverse, a digital reality that we access through special devices such as virtual or aumented reality glasses through which we can interact with other users, enabling a world of opportunities to create immersive experiences with customers.

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In this sense, Kids Corp, the leading kidtech company in Latin America, was called as a strategic ally by the cookie brand ChocoWOW, part of the portfolio of Corporación Multi Inversiones (CMI), with the aim of continuing to promote innovation through technology, becoming the first brand in Central America and the Caribbean to be present in the metaverse through the VOOH advertising format, for its acronym in English, Virtual Out Of Home, or interactive virtual advertising done outdoors.

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"We know that new generations have fun, socialize and spend more and more time in the metaverse, so it is very important that we continue to innovate in this type of platforms, where together with users we can have a myriad of unique digital experiences and with this achievement of Chocowow we make it possible," said Luis Pedro Noriega, Digital Marketing Coordinator for Central America and the Caribbean of CMI Alimentos.

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The campaign took place between July and August of this year, and included digital billboards that were installed in more than 70 Roblox arenas, segmenting the target audience. During their experience, players encountered the chocolate chip cookie ads within their favorite games, making ChocoWOW the first brand in Central America and the Caribbean to have a presence in the metaverse.

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Results in the region exceeded 3 million impressions in Guatemala, Dominican Republic, El Salvador, Honduras and Costa Rica. The campaign also served to increase sales by 18% market share and continue to position ChocoWOW among Generation Z and Alpha youth as a disruptive and innovative brand that celebrates authenticity and offers a broad portfolio and variety of cookies. as a disruptive and innovative brand that celebrates its authenticity and offers a wide portfolio and variety of chocolate cookies, as part of the quality products and solutions that CMI offers to its customers and consumers.

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"At Kids Corp we always aim to create innovative and entertaining strategies that maximize opportunities for each of our clients through safe experiences for the U18 segment. The call from ChocoWOW gave us a great challenge, and a great opportunity to create together the first case of a Central American brand advertising on Roblox," said Nicolas Caceres, Head of Strategy & Innovation at Kids Corp.

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"At CMI Alimentos we understand the relevance of new platforms, we are dedicated to building brands that generate closeness with our consumers, Chocowow is no exception and through the brand we seek to generate unique and authentic experiences", added Fernando Beteta, Senior Regional Digital Marketing Manager CMI Alimentos.

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"For seven years we have been working together with the most relevant brands in the segment helping to communicate their products to the children and teenagers segment. Cases like ChocoWOW allow us to continue to challenge ourselves and create value propositions through the integration of the creativity, strategy, design and marketing teams of both companies," said Cáceres.