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The Walking Dead in the Sandbox

Skybound Entertainment shows how a popular TV series can be given a life in Metaverse as well.

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Updated: February 28, 2023
The Walking Dead in Sandbox

The Walking Dead is an artistic prodigy that has overtaken the world. The series and comic book fans have eagerly followed the adventures of Rick Grimes and his band of survivors as they fight to stay alive in a world overrun by zombies. 

The Sandbox has forged a partnership with Skybound Entertainment, the enterprise founded by Robert Kirkman, the creator of The Walking Dead, to introduce an immersive zombie adventure to its blocky virtual world. 

Often compared to Minecraft and Legos, the Sandbox promotes itself as a Metaverse, a universe of virtual realms that interconnect, as depicted in novels like Snow Crash and Ready Player One.

Despite its reputation, The Sandbox has yet to feature copious amounts of gore and horror, a void this new partnership aims to fill.

The Campaign— To Create Awareness of the Game and Generate Excitement Among Fans of the Walking Dead and Gamers

The Walking Dead new game in the Sandbox campaign was promoted and developed by Skybound Games and The Sandbox.

The campaign aimed to create awareness of the game and generate excitement among fans of The Walking Dead and gamers.

The campaign included the following components:

  1. The Walking Dead Game Jam: Skybound Games and The Sandbox invited game developers to participate in a game jam. They’ve created new games based on The Walking Dead franchise. The top three entries would win cash prizes and the opportunity to showcase their games at the Sandbox Game Jam booth at Comic-Con.
  2. Ultimate Giveaway: The campaign also included an ultimate giveaway. Fans could win a trip to Comic-Con, VIP passes, and The Walking Dead merchandise.
  3. Trailer: A trailer for The Walking Dead in the Sandbox game was released on YouTube. It gives fans a glimpse of the game.
  4. Press Coverage: several media outlets cover the campaign, including Venture Beat, Play to Earn, and Medium.

How Does This Differ From Other Campaigns in the Metaverse?

The Walking Dead in the Sandbox campaign differed from other campaigns the companies involved have done in several ways.

While previous campaigns had focused on traditional advertising and promotion, this campaign focused on creating a unique experience for fans and gamers. It encourages them to participate and engage with the franchise in new and exciting ways. 

By inviting game developers to participate in a game jam and giving fans a chance to win a trip to Comic-Con, the campaign created a sense of community and excitement around The Walking Dead in the Sandbox game, driving engagement and sales. 

This innovative marketing approach demonstrates the companies’ commitment to creating unique and engaging experiences for fans and gamers. Which will likely continue in future campaigns.

Additionally, the campaign was successful in reaching a new audience.

By partnering with The Sandbox, Skybound Games was able to tap into a new market of gamers. Individuals that have an interest in the Metaverse and blockchain technology.

This partnership expanded the franchise’s reach and positioned it as an innovative and forward-thinking brand.

Check out TheSandBoxGame introducing The Walking Dead game

How Did the Campaign Perform?

The campaign was a huge success, generating a lot of buzz and excitement among fans of The Walking Dead and gamers. 

Below is an analysis of the campaign’s performance:

  •  The campaign generated good impressions across social media and the web.
  •  The Walking Dead Game Jam received good entries from game developers, and the winners showcased their games at Comic-Con.
  •  The trailer for The Walking Dead in the Sandbox has over 37k views on YouTube. It also generated a lot of positive feedback from fans.
  • Several media outlet covers the campaign, generating positive reviews and coverage that reached a large audience.
  • The campaign successfully generated excitement and awareness of The Walking Dead in the Sandbox game. It increases sales and revenue for the companies involved.

The campaign was well received, with several quotes from industry experts and fans demonstrating its success. 

According to Dan Schneidkraut, the CEO of The Sandbox, “We are thrilled to bring the iconic The Walking Dead franchise to The Sandbox Metaverse, where fans and creators can immerse themselves in this beloved world and create their own experiences. The response to the game has been incredible, and we are excited to continue to build on this success.”

What Could Skybound Entertainment Learn From Other Brand Campaigns in the Metaverse?

The Walking Dead in the Sandbox campaign was a huge success. It generates excitement and awareness of the new game and drives engagement and sales. 

By creating a unique experience for fans and gamers and partnering with an innovative gaming platform, the campaign demonstrated the companies’ commitment to creating engaging and exciting experiences for their audience.

However, Skybound Entertainment could learn more from other Metaverse campaigns, such as Nike, Vans, Hyundai, Ralph Lauren, and Tommy Hilfiger.

These brands have successfully created virtual spaces and games in Roblox that build long-lasting relationships with the fans.

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