From Broadway to Avatars: Hamilton's Leap to Roblox
The Founding Fathers have gone digital. That’s right, Alexander Hamilton and his revolutionary gang have jumped off the Broadway stage and into the world of Roblox, marking one of the seasons hottest Broadway debuts….I guess Some Like It Hot this year 😉
What did I miss?
The award-winning musical "Hamilton," which charts the ups and downs of Alexander Hamilton's life, has found a new home in Roblox. Designed and built by Super League in collaboration with Small World Games, the "Hamilton Simulator" lets players navigate through 10 levels set against the backdrop of the Revolutionary War. You can strut alongside characters like James Madison and Charles Lee while you liberate New York from the Redcoats. Players assemble squads of historical figures, fight against the British, and earn power-ups for each victory. And get this—each level features iconic tracks from the musical like "Guns and Ships," "You’ll Be Back," and "The Schuyler Sisters."
The Room Where It Happens…
Let's get real: if you want to make an impression on the Gen Z crowd, Roblox is where you need to be. Just as the cast album and Disney+ live version brought Hamilton to those who hadn't seen the show, this Roblox experience aims to captivate new audiences in the same way. Roblox boasts a staggering 66 million daily active users worldwide making it the perfect place to grow the next generation of “Hamilfans”.
“Hamilton has global recognition. Roblox has 66 million daily active users from all around the world. What a perfect match.”
Over half of Gen Z expects to discover new brands in digital realms, according to Edelman and we see that as brands like Mattel, the NFL, Dave & Buster’s, and even high-end fashion labels like Givenchy and Gucci set up shop in Roblox. Hamilton's foray into this space is a textbook example of modern brand evolution.
More than ‘Guns & Ships’…
The genesis of this idea came from Maggie Brohn, executive producer for "Hamilton" worldwide. She turned to Edelman for advice after her kids got hooked on Roblox during COVID. The most challenging part was converting the award-winning linear narrative of the musical into an interactive experience. It wasn't until the idea was conceived as a simulator that the project took off. Lin-Manuel Miranda himself gave his nod of approval, reinforcing how this initiative isn't just a commercial move. The goal, according to Edelman, is to "create a fun experience for this community and by doing so, introduce them to ‘Hamilton’ if they don’t already know it, or to honor and inspire the passion that they have if they’re already fans."
The Takeaway: Don’t ‘Wait for It’
I spoke about the same secret sauce with the Grimace Moment in my previous post. Yes, the digital world can be complex, but successful activations often start with simple combinations. Now is the time to have your eye on the market for opportunities to shine.
Going to my younger cousin's house last month, two things came up: Love for the Hamilton sing-along, and getting back to our iPads to jump into Roblox. Maggie (referenced above) and I had the same viola moment after seeing the kids around us truly immerse themselves in both Roblox and Hamilton…why not combine the two? So let's raise a glass to "Hamilton" for not throwing away its shot in the digital universe. Who knows, maybe someday we'll be seeing a Roblox musical win a Tony. Stay tuned!
