CBS Using the Metaverse to Promote ‘Ghosts’ Second Season


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Quick take:

  • CBS has teamed up with Web3 marketing agency CreativeDepartmint to launch ‘Ghosts’ in the metaverse.
  • Fans of the hit comedy series will be offered an opportunity to solve puzzles in an immersive version of the Woodstone Mansion hosted in the Decentraland.
  • The content production company is using NFTs and the metaverse to promote the show’s second season.

CBS has announced the launch of its hit comedy series ‘Ghosts’ in the metaverse. The launch is part of a marketing campaign dubbed “Summer of Ghosts” launched in partnership with Web3 marketing agency CreativeDepartmint.

Ghosts’ metaverse world is hosted in the Web3 gaming platform Decentraland. Fans of the show can experience it in an immersive 3D environment, allowing them to explore the haunted mansion.

According to the announcement, users will be given an opportunity to solve puzzles in a 3D version of the Woodstone Mansion, explore various adventures and land collectible NFTs.

CreativeDepartmint used the show’s sets and characters voiced by the series actors to make the experience as realistic as possible.

“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.

Benson said the metaverse has enabled CreativeDepartmint and the creators of the hit series to bring the show to life in an exciting way.

“[It allows] visitors to each have their own very unique experience while exploring the world of the show,” he added.

The game will also have a series of NFTs, which will be minted on the layer-2 Ethereum scaling protocol Polygon, which limits carbon emissions whilst also allowing users to mint non-fungible tokens at low gas fees.

CBS said, “1,100 tokens are available for each character with varying degrees of rarity, giving fans the opportunity to own a piece of the comedy’s history on a blockchain network that champions unrivalled user experience and rapid speeds.”

According to Jonathan Block-Verk, founder of CreativeDepartmint, “Ghosts” is the first Decentraland game built by a U.S. network.

“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,” he said.

However, Ghosts is just the latest show to leverage Web3. In February, AMC Networks the creators of the hit TV series The Working Dead teamed up with NFT production studio Orange Comet to unleash ‘The Walking Dead’ NFTs.

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