From complete unknown to the fastest-growing racket sport in the Benelux. The steep rise of padel proves that Tennis & Padel Vlaanderen is striking the right marketing chord.
How can they extend that momentum to Kidspadel, their program for 5 to 12-year-olds? Because kids require a different marketing approach than their other target groups. For that challenge, they brought us onto the court.
Tennis & Padel Vlaanderen challenged us to showcase the impact of a small-scale gaming campaign.
We already had the game, but could we also take the set and match? Enter Roblox and Bandido.
Roblox is the most played platform among children aged 5 to 12. Yes, platform. Because it is more than just a game.
Roblox is a social platform and distribution channel for millions of virtual worlds. It’s where Gen Z and Gen Alpha game, hang out, create content and build digital identities.
Here are the three key takeaways of Roblox for you as a marketer:
This video explains the basics to you in just one minute.
Over to Bandido, the official mascot of Kidspadel.
Bandido had already featured in several campaigns and is therefore a familiar face for (part of) the target group. What if we brought that face to the most popular platform among this age group?
So we created a Roblox version of Bandido.
By anchoring Bandido in Roblox, Tennis & Padel Vlaanderen becomes part of the target group’s own digital world.
The digital Bandido encourages children (and their parents) to enter a contest to win Robux. To do so, they first need to click through to a landing page.
To highlight this campaign beyond just in-game, we activated three channels: Reddit, Twitch, and Discord.
What? Reddit is a network of thousands of niche communities (subreddits) where users gather to discuss specific interests. For marketers, this is the place to reach hyper-fragmented target audiences.
How did we integrate it? We created two parallel campaigns (reach and traffic) targeted at parents and gaming communities in Belgium. Throughout the campaigns, we continually optimized to get the most out of the ad budget:
What? Twitch is the world’s largest live-streaming platform where millions of viewers watch their favorite gamers and creators live. As a marketer, you tap into community engagement through interactive livestreams, influencer sponsorships, and real-time chat activations.
How did we integrate it? We partnered with Twoosie via the Belgian Streamer Community, a network of Belgian micro-influencers. Twoosie is one of the best-known Belgian streamers on Twitch and promoted the campaign live during her stream via a chat link and stream banners.
What? Discord is a platform of invite-only servers where friends and specific communities communicate directly via voice and text channels. For brands, it’s a tool to reach active communities… or build one themselves.
How did we integrate it? We promoted the campaign in relevant gaming communities, including Dutch Benelux Roleplay (20,000 members). We shared the giveaway link directly in the server channels.
With a relatively small media budget
The perfect example of a successful first test: accessible, low budget, and perfectly aligned with the broader strategy.
Curious about what’s possible for your brand without going all-in right away?! Get in touch!
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