NBCUniversal and Samsung have collaborated to bring “The Tonight Show Starring Jimmy Fallon” to the Fortnite Metaverse to offer viewers a multitude of user experiences.
American multinational mass media and entertainment company NBCUniversal has partnered with Samsung to bring renowned TV host Jimmy Fallon into the Metaverse. The partners are bringing Fallon’s “The Tonight Show Starring Jimmy Fallon” into the Fortnite Metaverse, a well-loved virtual gaming platform.
Apparently, viewers of this Wednesday’s episode of “The Tonight Show Starring Jimmy Fallon” would need to visit Fortnite to get the most out of the experience. In the Fortnite Metaverse, visitors can play games, see the virtual writers’ room, and go to the Samsung Store. Fallon would also appear in the game.
Unique Experience in the Fortnite Metaverse
The hugely popular multiplayer game Fortnite has become a significant gateway for brands that want to reach out to their audiences via the Metaverse. NBCUniversal and Samsung are leveraging Fortnite’s reputation as a host for virtual events.
They are bringing their latest marketing and fan engagement push, “Tonight at the Rock-Powered by Samsung Galaxy,” to the Fortnite Metaverse. It will take place in a virtual rendering of the Rockefeller Center.
A statement from NBCUniversal describes the space where Fallon’s show will take place on the Fortnite Metaverse as a “co-branded virtual New York City.” Once inside the virtual rendering of the Big Apple, visitors will be challenged to go from the ground floor to Studio 6B. Studio 6B, in real life, is where Fallon’s “The Tonight Show” is filmed inside Rockefeller Center.
Along the way, visitors can collect Samsung device-themed power-ups. Visitors can also play some mini-games like giant beer pong on rooftops with the New York skyline as a backdrop or help Fallon get to Studio 6B by racing up 30 Rockefeller Center.
Visitors can also visit “The Tonight Show’s” virtual writers’ room and the Samsung store. Samsung Galaxy’s products power all these immersive experiences in the Fortnite Metaverse.
“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.”
Inside the Fortnite Metaverse, viewers of Fallon’s show will see billboards for Samsung and “The Tonight Show,” as well as virtual replicas of 30 Rock and other famous locations in New York. And as already mentioned, Fallon will appear in Tonight at the Rock.
According to NBCUniversal, Tonight at the Rock was developed by Momentum Worldwide, an advertising agency. However, they are making it clear that the virtual event is not, in any way, sponsored, endorsed, or administered by Epic Games, Fortnite’s creator.
“We are proud to continue evolving our metaverse practice with the ‘Tonight Show’ by pushing the limits of creative storytelling for brands in Fortnite. The individual games are leading-edge technologically and have been designed to unite people worldwide through community building,” said Jason Alan Snyder, chief technology officer at Momentum Worldwide.
Not a New Partnership
Tonight at the Rock is not a new partnership for NBCUniversal and Samsung. They already have a pre-existing partnership that saw “The Tonight Show” airing an episode in 2019 that was entirely filmed 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,” said Mark Marshall, president, advertising and partnerships, NBCUniversal. “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 and the Metaverse
Samsung has recently been making great efforts to establish its presence in the Metaverse. For instance, in June, the electronics manufacturer held an event called Samsung Superstar Galaxy in Roblox, which featured a virtual performance from Charli XCX.
Then, earlier this year, the brand hosted a Valentine’s Day event in Decentraland. It also collaborated with Theta recently to launch Galaxy NFTs. However, this is Samsung’s first time leveraging the Fortnite Metaverse.
Tonight at the Rock goes live on September 20. After the launch, “The Tonight Show’s” Wednesday broadcast will promote the virtual experience with “a special in-show integration mirroring one of the games IRL.”
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