Entertainment

Jurassic World Rebirth: Reach & Fandom

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.

Approach

Success Metrics

0M+

cumulative daily active users, generating over 73.4M total sessions¹

+0PP

lift in ad recall (among users aged 13+)²

0B+

impressions³

0%

average increase in daily on-platform searches for "Jurassic" ⁴

Over the past 5 years, Roblox has grown and transformed beyond an important part for our film campaigns to an essential, unrivaled platform to reach Gen Z and Alpha audiences with highly branded, engaging experiences.

Alex Sanger, EVP Global Digital Marketing for Universal Pictures

Approach

Immersive storytelling across Roblox: Universal worked with the creators of three popular experiences on Roblox to weave the narrative of Jurassic World Rebirth seamlessly into gameplay. While exploring locations inspired by the film, players embarked on a series of thrilling, high-stakes missions, attempting to catch a Mosasaurus in Fisch, rappelling down a cliffside while evading a Quetzalcoatlus in Chained, and confronting packs of Velociraptors and a rampaging T-Rex in A Dusty Trip. This approach not only captured the themes and storylines from the film but also expanded the lore, drawing fans into the Jurassic World universe like never before.

Integration of smart characters: Universal piloted a new smart character solution with Roblox, enabling players to interact with NPCs (non-player characters) inspired by the film’s lead protagonists. At crucial moments during their adventure, players could choose either the Mission Specialist, Paleontologist, or Fixer as their companion. Each companion offered unique in-game perks to aid the player on their quest, such as increased health or stamina, encouraging replayability and making every player’s journey feel unique.

Exclusive virtual items: To deepen engagement, players could unlock limited-edition virtual items upon completing the quests within each of the three participating experiences. These items were inspired by iconic dinosaurs from the film and included a Spinosaurus sail, a set of Quetzalcoatlus wings, and even a T-Rex head. Fans could also unlock additional exclusives for their avatars by redeeming digital Roblox gift cards from Amazon, which granted virtual items like a Jurassic World Rebirth-branded backpack complete with an Aquilops inside.

Premium ad placements: Universal drove buzz and awareness among Roblox’s 111.8 million daily active users⁵ with a prominent 24-hour placement on the home page—the platform’s most visited surface. The campaign was also amplified by billboard videos and portal ads transporting players directly to the integration within each of the three participating experiences.