We didn't just build a map. We scripted and designed an entire game. With more than 4,000 Farming Simulator gamers joining the harvest to Save Veldt.
Knowing Netflix Germany wanted to target Male Gen Y (Z) audiences, our research uncovered their passion for gaming, and streaming of gaming [40% of German gamers watched gaming live streams in 2022]. After observing that Rebel Moon's first act took place in Veldt, a distant rural land, we saw an opportunity to extend its universe to reach gamers of Farming Simulator 22. Tapping into a massive, cult-followed gaming community, particularly popular with our target audience in Germany. Offering gamers the chance to become heroes of their own Rebel Moon story, by taking on an unanswered part of the movie from part 1 of the 2-part franchise for themselves.
Knowing Netflix Germany wanted to target Male Gen Y (Z) audiences, our research uncovered their passion for gaming, and streaming of gaming [40% of German gamers watched gaming live streams in 2022]. After observing that Rebel Moon's first act took place in Veldt, a distant rural land, we saw an opportunity to extend its universe to reach gamers of Farming Simulator 22. Tapping into a massive, cult-followed gaming community, particularly popular with our target audience in Germany. Offering gamers the chance to become heroes of their own Rebel Moon story, by taking on an unanswered part of the movie from part 1 of the 2-part franchise for themselves.
Following an epic 4-hour streaming event to launch the game, we witnessed a surge of humble farmers downloading the map, organically uploading their own walk-through attempts across Twitch and YouTube, extending the campaign for weeks after.
Contributing an additional 400,000 views for the campaign, for free.
Contributing an additional 400,000 views for the campaign, for free.
Director Zack Snyder linked fans to the stream.
Fans tuned into a joyfully chaotic live event starring Germany's most-followed Twitch streamers, a mix of Farming Simulator experts and novices.
Fans went on to post the downloadable map in the official Farming Simulator Discord channel after it was released at the end of the stream...
... even submitting its story onto the world's largest fandom wiki site.
Cementing our Rebel Moon Save Veldt campaign into fandom folklore, creating the greatest farming crossover in the history of entertainment.
Awards:
Bronze, The Caples Awards (Gaming)
Bronze, The Caples Awards (Gaming)