Godolkin University
Do you have what it takes to join the ranks of our Heroes? To promote Gen V, the young adult spin-off of Amazon Prime Video’s smash-hit series The Boys, we built an immersive digital ecosystem designed to turn Gen Z fans into official Godolkin University freshmen.
Set within Vought International’s premier superhero university, the campaign called for an authentic in-world experience where prospective “Supes” could explore campus, meet the leaderboard contenders, and soak up the franchise's signature dark humor.
Driving enrollment was the God U Student ID Generator, a shareable digital activation designed to spark fan participation and fuel online hype. Beyond driving organic social reach before the series premiere, the activation was engineered to bridge the digital and physical worlds, seamlessly expanding into a real-time, print-on-demand campus credential experience for attendees at TwitchCon in Las Vegas.
Our approach
We designed a digital campus hub inspired by the likes of prestigious Ivy League schools. We packed the site with 360-degree hall tours, spoof course guides written by Professor Brink, and corporate propaganda written in a tongue-in-cheek voice tailored to Gen Z.
The star attraction, the Student ID Generator, featured a personality quiz that sorted fans into the Lamplighter School of Crimefighting or the Crimson Countess School of Performing Arts. Prospective students customized their profiles with unique hero aliases, selected individual superpowers, and uploaded photos to produce official university badges.
To take the immersion a step further, we brought the activation to Amazon Prime Video’s booth at TwitchCon. Attendees took the entrance exam live on the show floor and walked away with personalized, high-grade plastic IDs to proudly flex their student status.
The results
The campaign earned top marks across the board, attracting over 117,000 visitors to the Godolkin University portal, with users spending nearly three minutes engaging with the ID generator.
Fans enthusiastically embraced their inner Supe, generating over 30,000 custom IDs shared across social platforms, boosted by Amazon sharing official credentials of Gen V cast members as their characters.
As it was mega hit online, Amazon requested that we extend the ID Generator's success to Twitchcon 2024 with custom-printed physical ID cards for attendees and influencers. The live activation proved to be a standout success, delivering over 1,300 custom physical lanyards to fans, influencers, and press.
The entire activation drove significant media buzz in major outlets like Variety and Collider, successfully enrolling a passionate new demographic into The Boys universe ahead of the series premiere.
