The missing NPC
Netflix premiered “Cielo Grande”, a tween-targeted original where one of the protagonists was in the search of her long lost mother. Our show was not only competing against other series, but also against gaming, YouTube, social media and many more platforms that tweens prefer over watching TV.
So, how could we make this “fight” a little bit more fair? We turned Cielo Grande into an immersive experience inside Roblox, the most-used platform among our target. Tweens were able to solve the main plot of the show, just as their favorite characters!
Easter eggs were put inside the game, the activities that the characters did in the show were playable; and we even did a meet&greet with the cast for everyone to be a part of.
+ 7.5 MM Reach | +100K Users in the first month (only 0,2% of experiences achieve this) | +90% Approval rate on Roblox | 10.41 Minutes Average time spent
Awards:
1xGold - El Diente Argentina
1xSilver - Clio Awards
1xSilver - El Diente Argentina
4xBronce - El Diente Argentina
3xGolds + 5xSilver + 5xBronce - Premios +Digital
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