Netflix lures tweens with a metaverse challenge

Generating excitement for a new show by recreating it on Roblox.

da Maud Largeaud , AdForum

Netflix was poised to launch “Cielo Grande”, a new series for pre-teens, in Latin America. But how to capture the attention of this notoriously fickle bunch? MediaMonks decided to expand the universe of the show into the metaverse – gaming platform Roblox, to be exact. Players were challenged to find a character who had gone missing in the actual series. While tracking down the elusive NPC (non-playable character), they got to explore the show’s settings, ride wakeboards, sing, dance and even virtually meet real cast members. Smart thinking for a demographic where fans love to experience the world of their favourite shows across multiple platforms.