Spongebob SquarePants
Client Challenge
Ahead of the theatrical release of The SpongeBob Movie, the campaign needed to reach Gen Z and Gen Alpha audiences in a way that went beyond traditional movie promotion, turning awareness into active participation inside the Roblox experiences they already love.
Campaign Objective
Bring the Movie Into Play: Transform Teamwork Puzzles into a SpongeBob-themed experience that made the movie feel like a natural part of the gameplay rather than a traditional advertisement. Drive Active Participation: Encourage players to explore, interact with characters, complete themed challenges and collect campaign items throughout the experience. Reward Exploration: Connect progression with exclusive rewards and the wider cross-game quest, giving players additional reasons to engage with the campaign.
Execution
As part of the wider Roblox activation for The SpongeBob Movie with SuperAwesome, Pears.gg transformed Teamwork Puzzles into a fully themed SpongeBob puzzle adventure, integrating the campaign directly into the experience’s core cooperative gameplay. Themed Puzzle World: Players could adventure through a dedicated SpongeBob-themed course with friends, bringing locations, characters and visual elements from the franchise directly into Teamwork Puzzles. Characters, Quests & Exploration: The activation incorporated interactions with characters including SpongeBob, Patrick and Mr. Krabs, alongside the Krusty Krab, collectible campaign items, quests and a dedicated SpongeBob obby. Cross-Game Rewards: Players could collect horns in Teamwork Puzzles as part of the wider cross-game quest, progressing toward exclusive rewards and the campaign’s Ultimate UGC Reward.
Want results like these?
Let's talk about how Pears can grow your game or brand on Roblox.
Get in Touch