CASE STUDY

The Garfield Movie
4-Game Takeover

A Purrfect Hit with
Gen Z & A on Roblox

#1

Multigame Movie
Campaign on Roblox

334M

Minutes of Brand Engagement

31M

Visits

Client Challenge

Garfield continues to entertain millions after 46+ years… but how did we pioneer THE new way to introduce beloved characters to the next generation?

Campaign Objective

Raise Awareness for the Movie: Build a fun and immersive cross-game experience within four of Gamefam’s most popular Roblox games to familiarize players with the movie and drive ticket sales. 

Form Connection between Garfield and Players: Establish a meaningful connection between Garfield and players by authentically integrating Garfield’s notorious attitude into gameplay and influencer content, understanding that younger players might not be familiar with the Monday-hating, lasagna-loving, Garfield yet. 

Delight Players: Create challenging quests that engage diverse Gen Z & Gen Alpha audiences in a way that is fun and memorable, and play alongside their favorite influencers.

Execution

With “The Garfield Movie” being the first Garfield movie release in 15 years, Sony Pictures recognized a big opportunity to immerse the next-generation of fans in Garfield’s antics. Partnering with Gamefam, UM & WildBrain, the trio found that the answer is Roblox, where 77M DAU across Gen Z & Alpha spend 2+ hours per day on average – more than TikTok & YouTube.

They created the “Milk Heist Quest” featuring endless Garfield-themed content:

4 Game Takeover: Tapping into the zeitgeist of four of Gamefam’s most popular Roblox games – Easy Obby, Twilight Daycare, Build to Survive & Starving Artists (combined 4B+ lifetime visits, 84% player rating) – we delivered an event that featured action from the movie & drove players to theaters. An interactive Garfield NPC led players on the journey to collect milk bottles & earn exclusive UGC rewards.

Rewards: Offered unique Garfield-themed rewards including Garfield-themed pets & backpacks.

Influencers: Partnered with 7 of the largest Roblox-native influencers with short-form content & long-form play-along videos/livestreams

The activation not only delighted new fans, but helped propel Garfield to box office success with the #1 movie in the world at premiere.

Awards Won

2X Winner

4X Winner