CASE STUDY

Paramount Promotes the New SpongeBob Movie on Roblox

Immersive Cross-Game Campaign

225M+

Brand Engagements

72M+

Gameplay Sessions

Client Challenge

Ahead of the release of The SpongeBob Movie: Search for SquarePants, Paramount wanted to connect with the next generation of SpongeBob fans to build movie awareness and excitement in a fun, relevant, and engaging way.

Campaign Objective

Raise Awareness for the Movie: Create a fun, immersive cross-game campaign across seven of Gamefam’s most popular Roblox games to introduce players to the movie and drive ticket sales

Delight Players: Build a meaningful connection between SpongeBob and players by authentically integrating the character into gameplay, while engaging Gen Z and Gen Alpha audiences through challenging quests that reward players

Execution

With Gen Z and Gen Alpha - the core audience for animated films - spending nearly three hours inside Roblox every day (far more than on TikTok or YouTube), Paramount saw an opportunity to maximize its reach within their favorite platform. Partnering once again with Gamefam, alongside SuperAwesome, Paramount launched a multi-game promotional campaign to bring the movie to millions of players across seven popular Roblox games.

  • Cross-Game Quest: Players collected horns across Teamwork Puzzles (Obby), Untitled Fling Game, and Easy Teamwork Obby as part of a cross-game quest event, working toward unlocking the UGC rewards, including various SpongeBob-themed hats.

  • Movie-Themed World: Players ventured through a fully SpongeBob Movie-themed puzzle course in Teamwork Puzzles (Obby) with their friends.

  • SpongeBob NPCs: Creating a deeper connection with the movie, fans met and interacted with SpongeBob and Patrick NPCs across Tower of Misery, Easy Obby, Really Easy Obby, and Ultra Power Tycoon.

Awards Won

4X Winner