MOON MUSiC Special Event
- Brand
- Coldplay
- Year
- 2024
- Objective
- Product Launch
- Industry
- Entertainment
- Mechanic
- Adventure & Quest
- Platform
- In-Game
- Agency
- Gamefam
Objective
Coldplay's audience had drifted toward millennials, and the band's first studio album in three years was a chance to reach Gen Z and Alpha listeners who now spend more daily time in Roblox than on YouTube or TikTok. Rather than building a standalone branded world, Parlophone Records and Warner Music Group partnered with Roblox publisher Gamefam to build awareness for Moon Music and drive streams and sales by meeting players inside games they already played.
Solution
There was no separate "Coldplay game" to click into — the event lived inside four Roblox games players already knew. In Car Dealership Tycoon, players drove a branded electric car blasting the new single around town, hunting for Chris Martin's studio-notebook doodles hidden across the map. In the obby games Tower of Misery and Really Easy Obby, players jumped across moon-themed platform courses collecting scattered moons. In Starving Artists, players browsed an album-themed art fair and voted in a fan-art contest. Finishing a quest handed the player a limited-edition avatar item, clearing all four quests unlocked a final "Angel Moon Head" accessory, and joining Coldplay's official Roblox group added a glowing aura. Because the rewards were wearable gear, players carried them into any other Roblox game once the two-week event ended, so the campaign stayed visible on avatars long after it closed.
Results
25.6 million visits and 76.7 million brand engagements in two weeks, across 25+ million gameplay sessions. Players racked up 294.7 million minutes of brand engagement — equivalent to 6.7 million plays of the album. Moon Music debuted at No. 1 on the Billboard 200, Coldplay's first chart-topping album in over a decade. All limited-run avatar rewards sold out: 15,000 auras, 10,000 units each of three quest items, and 5,000 units each of two character heads, including the final Angel Moon Head; 32,366 players also earned the in-game event badge in Starving Artists.
- 1
Players learn about the event from Coldplay's own social post and from in-game promotion inside four existing Gamefam titles on Roblox; there is no standalone Coldplay game, and participation is free.
- 2
The simplest and first available action is joining the official Coldplay group on Roblox, which immediately unlocks a wearable aura usable in any Roblox game.
- 3
In Car Dealership Tycoon, a branded electric car tied to the new album appears and plays tracks from it while driven; the event quest has players explore the open city to collect scattered doodle collectibles based on sketches from the band's studio notebook.
- 4
In Tower of Misery, the climbing obby is re-themed with moon-shaped platforms, and the quest requires collecting moon icons on the way up, rewarding a crown and an alien-head accessory on completion.
- 5
In Starving Artists, the game is dressed as an album-themed art fair with explorable installations, and the quest shifts to user participation: players paint their own album-inspired artwork and vote on others', earning an event badge plus an aura and an alien-head accessory.
- 6
In Really Easy Obby, players run the obstacle course collecting moons along the way, finishing in a "winner's room" that plays album tracks as a mini listening party and awards a pair of goggles.
- 7
Completing the quest in all four games unlocks the campaign's grand prize, an angel moon head accessory, since progress is tracked cumulatively across the four titles.
- 8
All earned rewards persist after the event ends and can be worn across any other Roblox game, extending the album's presence on the platform beyond the campaign itself.
