Samsung is Bringing ‘The Tonight Show’ into the Metaverse

NBCUniversal has partnered with Samsung to bring The Tonight Show Starring Jimmy Fallon into the Fortnite metaverse.
Image source: Fortnite

Quick take:

  • Viewers of this Wednesday’s episode of The Tonight Show will be encouraged to visit virtual gaming platform, Fortnite.
  • Visitors will be able to play games and visit the virtual writers’ room and Samsung Store.
  • The Tonight Show’s host Jimmy Fallon appears in the game.

NBCUniversal and Samsung are bringing The Tonight Show Starring Jimmy Fallon to the metaverse via an interactive experience called Tonight at the Rock. Fallon teased the activation on last week’s shows and on Wednesday, viewers will be encouraged to visit virtual gaming platform, Fortnite.

Visitors will be able to play games and visit The Tonight Show’s virtual writers’ room and Samsung Store. Players can help Jimmy Fallon get to Studio 6B, race up 30 Rockefeller Center or play pong on rooftops along the New York skyline. The immersive experience is enabled by Samsung Galaxy’s products. 

“At Samsung, we’re always looking for opportunities to give users one-of-a-kind experiences with their Galaxy devices,” said Janet Lee, senior VP of mobile experience at Samsung Electronics America. “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.”

Samsung has been ramping up its metaverse campaigns with its Galaxy devices. In May, the company brought pop singer Charli XCX to Roblox for a concert to promote the Galaxy Z Flip3 smartphone.

Inside the Fortnite experience, viewers will see billboards for Samsung and The Tonight Show. Jimmy Fallon will also appear in Tonight at the Rock along with virtual replicas of 30 Rock and other locations in New York.

“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.”

NBCUniversal said that Tonight at the Rock was developed by advertising agency Momentum Worldwide and is not sponsored, endorsed or administered by Fortnite’s creator, Epic Games, which has recently made movements in the Web3 space. 

“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, Momentum Worldwide.

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