With Sonic 3 approaching theatrical release, Paramount needed a cultural activation that extended beyond trailers and traditional media.
The goal: create physical, participatory momentum that deepened fandom and drove pre-sale energy in key markets.
Production / Experiential
Industry
Year
Sonic fandom is built on discovery and quest mechanics.
The Chaos Emerald mythology remains one of the franchise’s most emotionally charged story elements. Shadow’s introduction amplified that tension.
The activation needed to feel like gameplay — not marketing.
Translate Sonic’s universe into real-world exploration.
Build an interactive, city-scale scavenger hunt across multiple Midwest markets — merging digital clue drops, physical installations, and exclusive retail rewards.
Turn the audience into players.
Installed seven LED-lit Chaos Emerald sculptures across five cities
Released TikTok-based clue drops to guide discovery
Integrated NFC technology to register finds and unlock exclusive content
Built momentum through daily digital amplification
Designed a limited “Sonic 3” capsule collection tied to the theatrical release with ILTHY®
Trending #1 in gaming conversations during activation window
Significant pre-sale lift in activation markets
High-velocity merch sell-through
Earned media amplification prior to major paid media spend
Multi-city participation and organic fan-driven content creation
