• by Karlene Lukovitz  @KLmarketdaily, September 19, 2022

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.