Red One Hangar
View the case- Brand
- Red One
- Year
- 2024
- Objective
- Awareness
- Industry
- Food & Drink
- Mechanic
- Simulation & Strategy
- Platform
- In-Game
- Agency
- Livewire
Objective
Amazon MGM Studios needed to build awareness for "Red One" as a new franchise among young male audiences ahead of its theatrical release, and wanted to reach that crowd inside a platform they already spend time on rather than through a traditional ad campaign.
Solution
Players open their usual copy of Anime Defenders — rebranded for the event as "[RED ONE] Anime Defenders" — and hit a trailer for the film playing in the main lobby before heading through the Raids portal to pick the new holiday raid, Red One Hangar. Inside, they fight off 25 waves of snow creatures defending the North Pole in the game's regular tower-defense combat, alongside units modeled on Callum Drift and Jack O'Malley from the movie. Clearing the raid drops Garcia, an exclusive freeze-powered polar bear unit that stays in the player's collection permanently, and finishing side missions unlocks avatar items pulled from the film, including Drift's combat suit and the freeze-ray gadget the Acquiescer.
Results
The Red One Hangar raid drove over 163 million game visits and 1.7 billion minutes of total gameplay across the November 1–21, 2024 campaign window, with the agency reporting 8.8 billion engagements for the activation.
- 1
Players open Anime Defenders, a top-10 Roblox tower-defense game, temporarily rebranded "[RED ONE] Anime Defenders" with movie-themed cover art, and land in a lobby playing the Red One trailer as an in-world screen.
- 2
From the lobby, players enter a limited-time raid portal to "Red One Hangar," a Christmas-movie-themed map built from the film's production assets, requiring a minimum character level and an entry fee in the game's premium currency.
- 3
The raid runs on the game's standard tower-defense loop: players place summoned units along a path, upgrade them, and trigger their abilities to repel a fixed number of waves of enemies exclusive to this event.
- 4
Clearing the raid awards a guaranteed batch of event currency plus low-probability chances at a special crafting item and an exclusive character unit, pushing players to replay the raid repeatedly for the rare drops.
- 5
Players who don't get lucky with drops can instead grind and spend the event currency directly in a limited-time shop to buy the exclusive unit outright.
- 6
The unlocked unit joins the player's permanent roster as a playable tower with a passive crowd-control ability, and can be upgraded into a stronger evolved form by collecting a set number of a separate rare drop.
- 7
Completing event-specific missions unlocks cosmetic and thematic items tied to the film's characters and props.
- 8
The event ran on a limited schedule, disappearing after its initial window and returning for a second run timed to the film's streaming release, letting players revisit the same content for the same rewards.
