THE BRIEF

Frontier Developments wanted a highly shareable, earned media generating launch moment for Jurassic World Evolution 3. The primary KPI: mainstream earned media reach. And hero the games fan requested new features: a globetrotting campaign, creativity evolved and juvenile dinosaurs.

THE INSIGHT

Jurassic World Evolution is a franchise with a strong community. If we create destination worldbuilding tailored for this community designed for social capture, we will achieve maximum engagement.

THE EXPERIENCE

Guests stepped into the Old Museum of London, its retro-futurist brutalist architecture feeling like it had been lifted straight from the Jurassic World franchise. Bespoke branding and signage transformed the space into a fully operational Jurassic World facility, while a rich soundscape of contented herbivores filled the air.

Park manager training began, divided into three immersive stations. In Creativity Evolved, guests explored the game’s expanded design features brought to physical life, including a detailed 3D-printed park set. The Globetrotting Campaign took them through the game’s varied environments via projection mapping and living terrariums. Then came the moment everyone had been waiting for: Juvenile Dinos, where ranger Scott introduced guests to the dietary habits and behaviours of the game’s youngest residents, before they came face to face with baby velociraptor Tango.

Training complete, guests moved into the simulator: a 90-minute hands-on trial of Jurassic World Evolution 3 inside a space wrapped in LED screens. They built their own parks from scratch, fuelled by in-world refreshments from the T-Mex canteen.

Then the session was cut short. Without warning, alarms tore through the facility. Extinction Now, the game’s eco-terrorist villains, had hacked the systems. Dinosaurs were loose. Park rangers barred the doors as guests were rushed into a panic room, plunged into darkness while a soundscape of chaos and creature terror played out around them.
When the doors finally opened, order had been restored. And waiting outside, calm as ever, was Tango, ready for one last photo.