CASE STUDY

Moon Music Lands
on Roblox

Coldplay Reels in the
Next Generation of Fans

25M+

Gameplay Sessions

294.7 M

million minutes of brand engagement, equivalent to listening to Moon Music 6.7 million times.

Moon Music soared to No. 1 on the Billboard 200 chart (Oct. 19)

Marking Coldplay’s first No. 1 album in over a decade and fifth no.1 album all-time.

Client Challenge

Coldplay has captivated the world for nearly three decades, their timeless music spanning generations. Yet today, their core audience skews toward Millennials. With the release of Moon Music, their first studio album in three years, a unique opportunity emerged. The mission was clear: How could we use this moment to connect Coldplay with the next generation of fans?

Campaign Objective

Create Awareness for Moon Music: Drive downloads and album sales by building excitement for the band’s newly released album through Roblox's platform of millions of players worldwide.

Introduce Coldplay to New Audiences: Tap Gamefam’s popular games across Roblox to introduce Coldplay to younger Gen Z and Alpha players, creating an engaging space for them to discover and interact with the band’s music. 

Innovate Fan Interactions: Craft an experience inspired by Chris Martin’s studio notebook so that fans can experience music like never before. Offer them the chance to uncover hidden album doodles, and engage in moon-themed challenges, blending the gameplay with the album 

Execution

Seizing the opportunity, Coldplay, alongside Parlophone Records joined forces with WMG and Gamefam to bring Moon Music to Roblox—the platform where Gen Z and Alpha spend over 2 hours per day, more than YouTube or TikTok. This exciting collaboration led to an interactive campaign leading young listeners through quests where the music became a part of the adventure.

Available for two weeks timed with the launch of the album, the campaign introduced Coldplay’s Moon Music to Roblox players in Car Dealership Tycoon, Tower of Misery, Starving Artists, and Really Easy Obby, which have accumulated more than 6.3 billion visits to date as a part of Gamefam’s network. This massive reach provided immediate scale, reaching Coldplay’s target audience across some of the most popular Roblox games upon album launch.

  • Music-Infused Gameplay: Players embarked on musical quests across four games, enjoying new Coldplay songs and in-game quests designed based on the album. 

  • Deep Interaction: Chris Martin’s original album doodles were integrated into the gameplay, adding a personal touch to the campaign.

  • Themed Rewards: Deepening their connection with the album, players unlocked Coldplay-inspired virtual items, including a Moon Music electric car and a Coldplay Alien Head. 

  • Platform-Wide Promotion: Players joined Coldplay’s official group for access to a unique Moon Music branded aura. They could wear the aura and the alien head from quest rewards across all Roblox games, spreading the magic of the album well beyond the event.

Making Headlines

COLDPLAY BRINGS NEW RECORD TO THE METAVERSE VIA ROBLOX TAKEOVER

COLDPLAY HEADS TO ROBLOX WITH MULTI-GAME TAKEOVER

COLDPLAY ‘MOON MUSIC’ ALBUM CAMPAIGN LANDS ON TIKTOK AND ROBLOX

ROBLOX WELCOMES COLDPLAY TO THE METAVERSE TO CELEBRATE THEIR NEW ALBUM

Awards Won