Overview 

For The Odyssey, Universal Pictures and Discord teamed up for one of the most ambitious entertainment Quest campaigns to date. The strategy included a trailer-drop Video Quest, three Mission Quests, and high-visibility Hero Banners, alongside two industry firsts: the Branded Quest Tab and a Mission Quest built for both desktop and mobile. Running across 22 markets, the campaign reached 22.4M unique users and generated roughly 82M impressions. It wasn't just about the scale, though; fans spent a cumulative 45 years playing through the story. This deep engagement led to 674K ticketing clicks and nearly 360,000 server joins—with 84% of that growth coming directly from Quests—showing that you can achieve both massive reach and meaningful connection on Discord.

Problem 

To turn The Odyssey into a true cultural event, Universal Pictures went on an exhaustive journey to find Gen Z and Gamer audiences to create deep immersion and meaningful community in places one might not immediately expect.  The goal was to move beyond passive ad viewing to create an interactive way to build buzz and ongoing engagement across 22 markets. Ultimately, they needed a path that converted unique digital attention spans into actual ticket intent for premium theatrical formats, all while specifically reaching an A18+ audience.

Solution

Partnering with Universal, we built the campaign as an evolving story where each new Quest encouraged deeper participation. It started with a Video Quest for the trailer drop, which reached 7.7M users and saw over 2 million completions. From there, three Mission Quests promoted the movie by creating highly thematic, interactive gaming experiences: Trojan Horse (5.4M collaborative contributions), Telemachus’s Journey (which averaged over 7 minutes of play time), and Contest of Axes (the first cross-platform Mission on Discord). High-impact placements like the Branded Quest Tab helped amplify the message, reaching 17.9M users and driving 138K enrollments for the final Mission alone. Kantar's research confirmed the strategy worked with significant lift in both Discord ad awareness and aided brand awareness across the campaign.

Reward

Players were gifted with Discord Orbs across every phase of the campaign.

Results

Highlight Metrics:

• +25.5% Discord Ad Awareness, +8.1% Aided Brand Awareness (Kantar): Measurable, significant brand lift; one of the highest measured on Discord with Kantar.
• 17.9M Branded Quest Tab views: For the first 48 hours of the final Mission, every eligible user’s Quest destination became a custom branded entry point — driving 1.47M clicks and 138K enrollments on its own.
• 359,724 server joins: 84% of these joins were driven by Quests. Even after the launch, the community stayed active with 1.35M engagements from over 30,000 members well past the launch, proving that the campaign built a lasting fandom rather than just temporary hype.

These results show a complete success story: playable formats captured enough attention to total 45 years of play time, which converted into 674K ticketing clicks. It delivered a level of brand lift and scale that set a new benchmark for entertainment titles on Discord.