'Godzilla vs. Kong' Takes Over Roblox with Revolutionary Immersive Experience
Experience the epic clash in a whole new way as players are transported into a virtual realm, setting a new standard for metaverse marketing strategies in the gaming industry.
Exciting Partnership:
Warner Bros. and Legendary Pictures are teaming up with Roblox to promote the release of “Godzilla x Kong: The New Empire” in theaters on March 29.
The Gang developer collaborated with studios to create Roblox's first "immersive trailer." Players watching a teaser within the game will be transported into the Hollow Earth environment by Kong to take part in challenges and gather crystal tokens.
After finishing the challenges, fans can interact with others, take photos with snapshots, and watch the full movie trailer. The crystals they collect can be used to obtain exclusive "Godzilla x Kong" digital items that will be available on Roblox soon.
Leveraging Popular Gaming Platforms for Film Promotion
Movie studios have been utilizing platforms such as Roblox and Fortnite to promote their films by releasing trailers and even full movies for virtual viewing. This strategy is aimed at connecting with the younger generations, Gen Z and Gen Alpha, who are more inclined towards gaming than traditional media. These virtual experiences are also tied to the concept of the metaverse, which, though losing popularity, is still seen as a valuable tool by marketers to merge online engagement with real-world outcomes, such as driving ticket sales.
Warner Bros. and Legendary Pictures, along with gaming specialist The Gang, are teaming up to enhance the in-game trailer experience and make the most of interactive features through a project called "Godzilla x Kong Obby" (Obby is Roblox's term for obstacle course).
Cameron Curtis, executive vice president of global digital marketing at Warner Bros. Pictures, expressed excitement about the collaboration with The Gang on the "Godzilla x Kong Obby" activation, which pushes the boundaries of immersive media.
"Godzilla x Kong Obby" is like experiencing a "4D" theme park adventure. Players who watch the trailer for "Godzilla x Kong: The New Empire" will enter a Roblox version of the Hollow Earth, a jungle-filled underground world with giant monsters. They can take on Roblox obstacle courses with Suko, the Mini-Kong from the latest Monsterverse movie. The final challenge involves racing through a cave as Godzilla and Kong get ready to battle the Scar King, the villain of the film.
Incentives are given in "Godzilla x Kong Obby" in the form of collectibles that can be exchanged for exclusive Roblox gear like Godzilla's tail and head, as well as Kong's head and axe. The Gang, a developer focusing on user-generated content, believes this experience could set the bar for future movie-themed immersive campaigns.
Studios had a tough year in 2023 with production delays and changes in schedules caused by strikes from both writers and actors. As a result, the box office has been relatively quiet leading up to the release of "Godzilla x Kong: The New Empire". Only a few films, like "Dune: Part Two", another Warner Bros. production, have managed to be successful in 2024.
Editor's P/S:
The partnership between Warner Bros., Legendary Pictures, and Roblox for the promotion of "Godzilla x Kong: The New Empire" is an innovative and immersive strategy that leverages the popularity of gaming platforms among younger generations. By creating an interactive trailer within Roblox, the studios effectively merge online engagement with real-world outcomes, driving ticket sales and connecting with Gen Z and Gen Alpha audiences who are increasingly inclined towards gaming.
The "Godzilla x Kong Obby" experience offers players a unique and engaging way to interact with the film's content, encouraging them to participate in challenges, gather tokens, and unlock exclusive digital items. This gamification of the promotional campaign not only enhances the overall experience for fans but also provides marketers with a valuable tool to track user engagement and measure the effectiveness of their campaign. As the entertainment industry continues to explore new and immersive ways to connect with audiences, the collaboration between Warner Bros., Legendary Pictures, and Roblox serves as a model for future movie-themed interactive campaigns.
