NBC Universal and Samsung will bring The Tonight Show Starring Jimmy Fallon to the metaverse through an interactive experience called Tonight at the Rock.
Fallon teased the activation on last week’s shows and on Wednesday viewers will be encouraged to visit the virtual gaming platform, Fortnite.
What is the experience about?
Visitors will be able to play games and visit The Tonight Show’s virtual writers room and Samsung Store. Players will be able to help Jimmy Fallon get to Studio 6B, race through 30 Rockefeller Center or play pong on the rooftops of the New York skyline.
The immersive experience is enabled by Samsung Galaxy products.
“At Samsung, we are always looking for opportunities to offer users unique experiences with their Galaxy devices,” said Janet Lee, senior vice president of mobile experience at Samsung Electronics America. “Tonight at the Rock offers fans a unique social adventure in the heart of 30 Rock, all enhanced by Samsung’s in-game power-ups made possible by the Galaxy ecosystem. We’re excited to offer fans of the late night show the first interactive Tonight Show gaming experience in a way that honors our longstanding creative partnership.”
Within the Fortnite experience, viewers will see billboards for Samsung and The Tonight Show.
Jimmy Fallon will also appear on Tonight at the Rock along with virtual replicas of 30 Rock and other New York locations.
“We’ve been collaborating with Samsung on unique and engaging integrations for the past several years to offer Tonight Show audiences unique experiences they can’t connect with anywhere else,” said Mark Marshall, president of advertising and partnerships, NBC Universal. “Now, we’re transforming with our partners as the industry dives deeper into technology-enabled activations, such as metaverse platforms that redefine interactive advertising within iconic pieces of IP like NBC’s late night.”
NBC Universal said Tonight at the Rock was developed by ad agency Momentum Worldwide and is not sponsored, endorsed or managed by Fortnite creator Epic Games, which has recently made moves in the Web3 space.
“We are proud to continue to evolve our metaverse practice with the Tonight Show, pushing the boundaries of creative storytelling for brands in Fortnite. The individual games are technologically cutting-edge and designed to bring people around the world together through community building,” said Jason Alan Snyder, chief technology officer, Momentum Worldwide.
Samsung has stepped up its metaverse campaigns with its Galaxy devices.
In May, the company brought pop singer Charli XCX to Roblox for a concert to promote the Galaxy Z Flip3 smartphone.
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