By Webb Wright | Junior Reporter
September 19, 2022 | 5 min read
Listen to article 4 min
Ever wanted to play giant beer pong in Fortnite? Soon you’ll be able to.
“Tonight at the Rock — Powered by Samsung Galaxy” will launch tomorrow, September 20. / NBC Universal
NBC Universal (NBCU) and Samsung are launching a new marketing and fan engagement push, titled “Tonight at the Rock – Powered by Samsung Galaxy,”which will take place in a virtual rendering of Rockefeller Center. The virtual experience is being hosted in Fortnite, the hugely popular online multiplayer game that has come to serve as a major gateway for brands looking to connect with their audiences in the “metaverse.”
Once inside the “co-branded virtual NYC” – as described in a statement from NBCU – visitors will be challenged to ascend from the ground floor all the way up to Studio 6B – the IRL version of which is the where “The Tonight Show” is filmed inside Rockefeller Center – collecting Samsung device-themed “power-ups” along the way. They can also play a number of “mini-games,” including giant beer pong, a game which will be familiar to many fans of the show.
“At Samsung, we’re always looking for opportunities to give users one-of-a-kind experiences with their Galaxy devices,” Janet Lee, senior-vice president of mobile experience at Samsung Electronics America, said in a statement. “‘Tonight at the Rock’ empowers fans with a unique social adventure right in the heart of 30 Rock, all enhanced through in-game Samsung power-ups made possible by the Galaxy ecosystem. We are so excited to offer late night fans the first-ever interactive ‘Tonight Show’ gaming experience, in a way that honors our longstanding creative partnership.”
“Tonight at the Rock — Powered by Samsung Galaxy” is an extension of a pre-existing partnership between Samsung and NBCU. In another collaborative effort in early 2019, “The Tonight Show” aired an episode that was filmed entirely on a Samsung Galaxy S10+ smartphone.
“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, NBCU’s President of Advertising and Partnerships, said in a statement. “Now, we are transforming with our partners as the industry dives further into tech-enabled activations such as metaverse platforms redefining interactive advertising within iconic pieces of IP like NBC’s Late Night slate.”
Samsung has been recently making great efforts to distinguish itself as a pioneering brand in the metaverse. In June, it held an event in Roblox called Samsung Superstar Galaxy, which featured a virtual performance from Charli XCX. It also hosted a Valentine’s Day event in Decentraland earlier this year.
“Tonight at the Rock — Powered by Samsung Galaxy” will go live tomorrow, September 20. Following the launch, Wednesday’s broadcast of “The Tonight Show” will also promote the new virtual experience with “a special in-show integration mirroring one of the games IRL.”
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