CBS has jumped into the metaverse with an immersive experience based on its rookie comedy, Ghosts, that’s available on Web3 gaming platform, Decentraland.
The game was developed and activated in collaboration with Web3 marketing agency CreativeDepartmint. In the game, fans design their own avatars and then take an immersive journey through the show’s haunted Woodstone Mansion. While there, they can solve puzzles, go on quests and earn limited-edition collectible non-fungible tokens (NFTs).
The metaverse mansion mirrors the series’ actual sets and features interactions with the series’ main characters, voiced by its stars. Within, there are more than 10 types of collectibles fans can earn that will unlock experiences, such as playing a piece of music on a virtual piano or cooking one of the characters’ favorite dishes.
“We are continually looking for innovative ways to further develop new audiences for CBS programming, and our hit series Ghosts, with its significant following, wide-ranging otherworldly characters and expansive setting, seemed like a natural fit for the metaverse,” said Mike Benson, president and chief marketing officer at CBS, in a statement. “This super engaging and elaborate Web3 Ghosts game in Decentraland brings the series to life in an exciting way that’s never been done, enabling visitors to each have their own very unique experience while exploring the world of the show.”
The Ghosts game and related NFTs are deployed on the carbon-neutral Polygon network, the leading decentralized Ethereum scaling platform. 1,100 tokens are available for each character with varying degrees of rarity, giving fans the opportunity to own a digital piece of the comedy’s history on a blockchain network. CreativeDepartmint also worked with Web3 platform Moonwalk to deliver the collectible NFTs, and collaborated with metaverse studio TerraZero to create the Decentraland experience.
“Since we opened our doors, CreativeDepartmint has been bringing major media brands into innovative spaces like Web3 to surprise and delight existing fans and attract new audiences to their IP with authenticity and style,” said Jonathan Block-Verk, founder of CreativeDepartmint (and former president and CEO of Promax), also in a statement. “We’re thrilled to help CBS enter the metaverse with the first-ever Decentraland game built by a U.S. network.”
The Ghosts metaverse activation is part of CBS’ “Summer of Ghosts ” immersive marketing campaign with events taking place across the country, from New York City to Altoona, Pa., to Los Angeles and San Diego. For more information, follow Ghosts socially on Twitter, Instagram, TikTok and Facebook at @GhostsCBS, using hashtag #SummerOfGhosts.
The game became available to play on Thursday, July 21 and will remain on the platform through September. Ghosts returns to CBS and Paramount Plus this fall.