Universal: "Cocaine Bear: The Rise of Pablo Escobear" - веб‑аркада к премьере фильма

Objective

Universal Pictures developed a branded web-based arcade game to amplify awareness and cultural buzz surrounding the theatrical release of 'Cocaine Bear,' a comedy film with a distinctive 1980s aesthetic. Launched weeks before the movie's February 24, 2023 premiere, the game aimed to capture audience attention through a playful, goofy digital experience that embodied the film's self-aware, over-the-top tone.

Solution

The 'Cocaine Bear: The Rise of Pablo Escobear' web arcade game featured 8-bit retro graphics inspired by classic NES games, with gameplay mechanics modeled on Pac-Man. Players controlled the bear through a 2D maze environment, collecting cocaine, hunting people and ambulances, and gathering power-ups. The game included unlockable movie clips for progressing players and a heavy metal soundtrack. Playable across browsers and mobile devices, it launched February 14, 2023, and was promoted via organic posts and social ads across Instagram, Twitter, Facebook, and TikTok to direct traffic to the official movie website.

Results

Specific gameplay metrics for the Cocaine Bear web arcade were not publicly disclosed. Social media users praised the campaign's promotional execution as both 'incredible' and 'genius.'