Entertainment

Paramount: Launch & Fandom

Overview

To reach new audiences for its 2023 release of Teenage Mutant Ninja Turtles: Mutant Mayhem (TMNT), Paramount Pictures created an immersive trailer ad campaign on Roblox. In this lightweight yet effective experience, people were transported to the movie for an underground pizza party. Paramount then launched a persistent experience with an ongoing content strategy, encouraging people to return again and again.

Approach

Success Metrics

0M

visits to the immersive trailer as of November 2023

0M

visits to the persistent experience as of November 2023

0K

avatar item redemptions as of December 2023

0K

favorites from users on Roblox as of November 2023

We are creating immersive new experiences on Roblox to let the millions of Teenage Mutant Ninja Turtles fans play and explore inside these worlds alongside the iconic characters they know and love.

Doug Rosen, Senior Vice President of Games & Emerging Media at Paramount

A one-two punch for high-impact results

To boost hype for the movie premiere, Paramount launched an immersive movie trailer on Roblox along with portal ads, inviting fans worldwide to engage with the film alongside their friends. Following a triumphant debut that built excitement with existing and new fans of all ages, Paramount launched TMNT Battle Tycoon, a persistent experience.