Overview
For a franchise with a 30-year legacy of shaping entertainment and culture, engaging a new generation of fans presented a unique opportunity. Universal partnered with Roblox to create a three-week, 360-degree interactive campaign that brought Jurassic World Rebirth to life on the platform, meeting Gen Z and Gen Alpha where they already discover, connect, and play. The campaign reintroduced Jurassic to younger audiences, building authentic fandom while ushering in a new era for the franchise beyond the previous Jurassic World trilogy.
Activation highlights
Bridging virtual and physical realms with integrations
Discovering the experience with friends
Limited-edition avatar items
Catching a Mosasaurus
In-game quests inspired by iconic movie moments