How We Brought the Super Mario Moment to Minecraft and Roblox for Chupa Chups
In 2026, Mario was everywhere. The Super Mario Galaxy Movie became the first film of the year to cross $1 billion at the worldwide box office (NBCUniversal), and a whole generation was talking about pipes, power-ups and gold coins again.
The kids and teens who watched the film are the same ones who spend their evenings playing and watching Minecraft and Roblox. Chupa Chups wanted to meet them there.
The challenge
Chupa Chups wanted to connect with Gen Z and Gen Alpha in the gaming spaces where they already spend their time. But there was no official commercial access to put the brand directly inside Minecraft or Roblox.
The ask: find a creative, scalable way to make Chupa Chups part of the gaming experience, without breaking the vibe.
The big idea: don't enter the game, enter the hangout
If we couldn't put Chupa Chups inside Minecraft and Roblox, we could become part of the communities built around them. With WPP, StreamO took Chupa Chups into gaming culture through the creators already bringing these worlds to life on YouTube.
The cultural hook was the Super Mario moment. The brand artwork was built in the language of a classic platformer, with green pipes, a castle, question blocks and gold coins, and a call to “get your Sour Power”. It brought the year's biggest gaming film into the games the same audience plays every day.
Don't enter the game. Enter the hangout.
Why Minecraft and Roblox
- They resonate with Gen Z and Gen Alpha. These are the games young India plays and watches most.
- They are non-violent and parent-approved. Both games foster creativity, which makes them a safe home for a family brand.
- They are pop-culture phenomena. Their communities are among the most engaged anywhere on YouTube.
What we did
The campaign ran from 12 August to 10 October 2026 across 150+ creators.
- Immersive brand integration. Custom Mario-inspired Chupa Chups artwork lit up Minecraft and Roblox gameplay across two phases, with a QR code to order.
- IRL Just Chatting. 65 creators unboxed, tasted and hyped Chupa Chups live, across three product tiers: 5 creators for GFL lollipops, 10 for jellies and an additional product, and 50 for Sour Belts, Sour Bites and Crawlers.
- Marquee creators. Some of India's biggest Minecraft and Roblox creators, with subscriber bases between 500,000 and 2.2 million, brought the brand into their communities.
A moment that broke through globally
One integrated stream trended at #27 on YouTube Gaming globally and crossed one million views. A Chupa Chups integration from India's gaming streams sat in the global gaming charts, inside content people chose to watch.
The results
The campaign delivered 7M+ views from 3M+ unique viewers, 2,570+ hours of on-stream brand visibility and 179K+ clicks, at a 3.01% CTR.
No commercial access is not a dead end.
The brand lift
A brand lift study compared viewers of the livestreams with people who hadn't seen the campaign.
| Metric | Non-viewers | Livestream viewers |
|---|---|---|
| Total brand awareness | 60% | 76% |
| Top-of-mind awareness | 20% | 33% |
| Brand noticeability | 4% | 72% |
| Brand connection | 5% | 76% |
| Purchase consideration | 51% | 61% |
| Net Promoter Score | +5 | +19 |
Among livestream viewers, 79% found the activation engaging or very engaging, 89% became more interested in Chupa Chups, and 50% reported buying Chupa Chups after watching the content.
What it shows
- A film is a moment. A fandom is a community. The Mario moment gave the campaign its theme; the Minecraft and Roblox communities gave it an audience.
- No commercial access is not a dead end. When you can't buy space inside a game, you can still show up inside the hangout around it.
- Playful brands belong in playful places. Chupa Chups didn't have to borrow fun from the film. It brought its own.
Don't advertise around the culture. Show up inside it.
Sources
NBCUniversal, Super Mario Galaxy Movie becomes first $1 billion film of 2026
StreamO x Chupa Chups post-campaign report, 12 August to 10 October 2026