The SpongeBob Movie
How SuperAwesome x Paramount delivered an award-winning, global in-game adventure with local fan impact.
📍 Location: Global, Spanning 22 Markets
Results
➜ +225M engagements
➜ 78% Video Completion Rate (+8pts vs benchmark)
➜ 19.4% Engagement Rate on Interactive Filmstrips (+ 12.4pts vs benchmark)
The Solution
To engage teens effectively, SuperAwesome deployed an insights-driven strategy powered by Awesome Intelligence, our audience data and recommendation platform.
SuperAwesome and Paramount built an ecosystem approach
Gaming (The Anchor)
Because the audience is fragmented across thousands of experiences, we created a connected ecosystem rather than a standalone game. We anchored the campaign in Teamwork Puzzles but built cross-game quests in titles like Untitled Fling Game and Easy Teamwork Obby. This ensured we met players in multiple places, driving exploration and repeat play across the platform.
Creators (The Amplifier)
To extend the story beyond Roblox, Paramount partnered with top creators in key local markets. These influencers teased gameplay and shared tips via YouTube long-form and Shorts, turning gameplay into cultural conversation. Cutdowns were also amplified across YouTube, harnessing Creators’ authenticity through ads.
Media (The Awareness Driver)
To drive cinema tune-in, custom animated borders and scrollable filmstrips ran across trending gaming apps and premium YouTube inventory.
Because we know kids change as they grow, we specialized the design, custom interactive filmstrips were built and segmented by age, ensuring maximum relevance for each developmental stage.
Execution
Part 1: Re-igniting Fandom with UGC
Research showed that fans wanted to participate. We distributed 25,000 exclusive UGC items, turning players into walking billboards who carried the fandom into other games.
Results
The Ecosystem Approach:
- Scale: 225 million total engagements (vs. 186M goal) and 80 million visits (vs 55M goal), as well as 13M billboard impressions
- Active Play: Players spent 121,000 hours in the Obby. They didn’t just watch; with 2.9 million starts, they actively participated. +23K in-game items & UGC items claimed
- Retention: The “Ultimate” UGC items sold out in the first week, proving the “cross-game hunt” strategy successfully drove players across the ecosystem.
The Age-Specific Design: Our decision to tailor creative to developmental stages paid off.
- Filmstrips: Achieved a 19.4% Engagement Rate (vs. 7% benchmark).
- Animated Pre-Rolls: Achieved a 78% Video Completion Rate (vs. 70% benchmark).
- YouTube Trueview: Achieved a 58% View Rate (vs. 40% benchmark)
Why It Worked
The campaign succeeded because it respected the reality of the audience: they are hard to find, but deeply engaged when you meet them on their terms. Paramount didn’t just buy media; they built a world that kids, teens, and families actively chose to inhabit.
➜ Multi-channel approach across gaming, creators, and interactive media.
➜ Inviting kids to become creators and incorporating UGC, we treated Gen Alpha like the active participants they are
➜ Age-differentiation in creative ensured the highest engagement.
Want to dig deeper? Get in touch with the team!
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