On Tuesday, NBCUniversal will launch
“Tonight at the Rock - Powered by Samsung Galaxy,” a gaming experience created in Fortnite.
The experience lets fans enter a “fantastical version” of Rockefeller
Center and locations from “The Tonight Show Starring Jimmy Fallon” while encountering numerous Samsung Galaxy capabilities and integrated ads, like "billboards" promoting Samsung and the
show.
Users can use in-game Samsung power-ups like zoom views and power accelerators as they make their way up to the late-night show’s Studio 6B.
After arriving at
the hub, players will have the chance to play a series of mini-games inspired by “The Tonight Show,” including “Giant Pong” and “Race Up the Rock.”
The experience includes both single-player and multi-player games.
Fallon teased the game during last week's shows, and it will be promoted on Wednesday
night’s “Tonight Show” via a “special in-show integration mirroring one of the game’s IRL” that will let fans explore the game across broadcast, digital and social
channels, according to NBCU.
In other words, viewers will be exposed to the immersive capabilities possible through Samsung Galaxy devices.
Samsung's previous partnerships with NBCU have
included a festival of films shot on Samsung phones for "The Tonight Show" and a campaign following the Super Bowl.
“We’ve been collaborating with Samsung on
unique, engaging integrations for over the past few years to bring ‘Tonight Show’ audiences first-of-its-kind experiences they can’t connect with anywhere else,” Mark Marshall,
president, advertising and partnerships, NBCUniversal, said in the announcement. “Now, we are transforming with our partners as the industry dives further into tech-enabled activations such as
metaverse platforms redefining interactive advertising” within IP inspired by NBC’s late-night slate.
Through Fortnite, the game can be played free across PC and
Android devices, consoles including XBox, PlayStation and Nintendo Switch, and various browser-enabled devices. The experience was created by Momentum, and is not endorse by Fortnite
creator Epic Games.