Making entertainment marketing more entertaining
The Brief: Generate excitement and ticket presales with a digital promotion leading up to the premiere of Jumanji: The Next Level.
The Idea: Reimagine the idea of a traditional movie trailer (a passive viewing experience) and instead feature pivotal scenes within the context of an interactive Jumanji board game.
Anything can happen in the world of Jumanji—the good, the bad, and the funny—so each time you rolled, a different movie clip played based on your progress.
To encourage social sharing, we gave players the option to escape danger by inviting their friends to the adventure.
In collaboration with the Sony Pictures Marketing team, I developed the game objective, rules, and scene curation tied to gameplay, and scripted how-to-play instructions delivered by Nigel (the Jumanji Field Guide) in a video Rhys Darby recorded just for our game.
Some spaces featured chances to win Jumanji inspired prizes (plus fun ‘non-win’ results to keep players playing.)
On a lucky roll, you could reveal bonus content like exclusive behind-the-scenes looks at the filming of Jumanji: The Next Level.
“Free” gameplay ended at the Ice Wall – a literal cliffhanger scene in the movie.
By purchasing tickets for Jumanji: The Next Level on the promotional site, players unlocked the final section of the map - and entered to win a real-life Jumanji inspired vacation by completing the game.
MY BIT
I conceived and presented the initial game concept to AMC Theatres and Sony Pictures, developed the game rules, curated available clips from the trailer to be featured as ‘progress’ and ‘set back’ cards, directed the game board creation and copy for the experience, and scripted the How to Play and Purchase a Ticket videos.