Legendary and Paramount created an interactive Street Fighter trailer, Trident placed a product exchange inside Fortnite, and The Doux built product use into a Roblox salon game. Each campaign uses a branded or IP-related action as part of the experience.
Legendary Pictures and Paramount released an interactive YouTube trailer for the Street Fighter movie that responds to joystick and button prompts. Viewers perform Hadoukens and other familiar combinations to advance the footage. The trailer uses a control scheme associated with the franchise to connect watching the film promotion with playing the game.
Trident’s Guns for Gums activation, created by Publicis Play and POP 30, runs inside Fortnite matches. Players collect in-game weapons and exchange them for branded gum items and rewards. The exchange places the campaign inside an action performed during play.
Textured hair-care brand The Doux created My Salon Empire, a free tycoon-style game on Roblox. Players manage a virtual salon and use the brand’s products to unlock textured hairstyles and hair-care information. Product discovery and education form part of the game’s progression system.