Red One x Anime Defenders on Roblox - Amazon MGM Studios x Livewire

Objective

Amazon MGM Studios aimed to launch 'Red One,' a Christmas action film, as a new franchise to a young male audience. The campaign leveraged the momentum of the film's theatrical release to build awareness and drive engagement among the core demographic of Roblox players.

Solution

Livewire created a limited-time integration within Anime Defenders, a top 10 Roblox game with over 3 billion lifetime visits. The experience featured a raid level inspired by the movie where players defended the North Pole alongside characters based on the film's protagonists—Callum Drift (Dwayne Johnson) and Jack O'Malley (Chris Evans). Players could unlock exclusive in-game items including Drift's combat suit and the Acquiescer (a freezing device from the film). The campaign also included a movie trailer showcase in the main lobby and collectible characters based on the film's cast. The activation ran from November 1–21, 2024.

Results

The campaign achieved 163 million game visits and 8.8 billion engagements.