The creative idea was to harness the most immersive technology available - Virtual Reality - to literally take movie-goers inside the rich world of Jumanji (mirroring the premise of the new film where the characters finally see what’s on the other side of Jumanji). The game was set up as a 360-degree scavenger hunt, where audiences could explore the jungle, get to know the characters, and get exclusive sneak peeks at how the legend unfolds.

The experience was programmed entirely in ReactVR, a revolutionary new way to simplify the programming of VR experiences and make them interoperable between a variety of platforms and devices. Which is why the “Jumanji: Welcome to the Jungle 360 Treehouse” experience ran not only on the Oculus Rift and Gear VR, but also scaled to Phones, desktop PCs, and for the first time ever, natively in the Facebook News Feed.

For this campaign's execution we developed a ReactVR experience (virtual reality experience that can be viewed on desktop, headset or mobile) that began in the Facebook News Feed, and was supported by paid media to target it out to millions of new and existing fans of Jumanji across the Facebook platform. The experience was also available in the Oculus VR App store.

We launched it during the key consideration window for film, during the week and a half leading up to opening weekend to take advantage of the peak consideration and purchase times for moviegoers.

Appearing both in the Oculus VR App store as well as through targeted media in Facebook News Feed allowed this campaign to achieve maximum scale with the most compelling experience for whichever platform our audience happened to be on - ultimately allowing us to reach over 8M people with the campaign.

We reached over 8M millennial moviegoers and fans of the original and the app became #2 in the VR App store.

Dwayne “The Rock” Johnson posted the experience to his 50M fans across Facebook.

We saw massive engagement, not only with number of people reached but time spent in the experience once they got there. After the first three days, audiences had already spent over 1700 hours in the experience.

And not only were people spending time, but they were getting closer to the film with a 4pt lift in awareness as a result of the campaign.

And finally sales, the most important part, were off the charts for SONY's latest film.

"Jumanji: Welcome to the Jungle" made over $900 Million at the box office and became the #1 film globally.

And in the end, became the most successful movie in SONY's history, beating out even Spiderman.