Ladbible Australia launches global social campaign for The Wheel of Time

Ladbible Australia’s social content agency LadBible Social has released a social campaign ahead of the launch of new show, The Wheel of Time, on Amazon Prime Video.

The social campaign involves a multiverse hosted on video chat platform Gather, and will be available in Australia, the US, and Canada, as well as translated into French, Spanish, Italian and German for European audiences.

Amazon Prime’s upcoming Wheel of Time series

As part of the campaign, users will be able to create avatars and chat with other fans of the series. There will also be live-action events and the opportunity to win merchandise. The avatars can be customised using Gather’s avatar creation tools, and special avatars based on The Wheel of Time characters.

Gather, the platform which will host the multiverse, positions itself on its website as part of the Metaverse, which has come into the mainstream following Mark Zuckerberg’s rebranding of Facebook to Meta.

Head of Amazon Prime AUNZ, Hushidar Kharas, said: “As a long term fan of the Wheel of Time books, I’m thrilled to bring this epic TV series to our customers. This is our biggest campaign of the year, and our partnership with both Ladbible Australia and Gather to create a virtual world is a critical part of it. I hope the fans enjoy the world as much as we enjoyed making it. I’m sure many exciting adventures will be had and many new friends made.”

Ladbible Group general manager APAC Joseph Summers added: “We’re incredibly proud of creating such an innovative social campaign for Amazon Prime Video’s Wheel of Time fantasy series.

“Initially conceived as an Australia-only activation, the multiverse will now be available to Wheel of Time fans around the globe. The Ladbible Social team here in Australia have been a big part of this process from start to finish, and we can’t wait for fans to start exploring The Wheel of Time world online.”

The campaign will be on Ladbible and its owned channels, as well as on Amazon Prime’s socials. It will be available from Friday 19 November and will be closed next year.

The Ladbible Australia team will be managing the global rollout, including creating assets and training.

The Wheel of Time is a fantasy series first written by Robert Jordan which was published in 1990, with the final three books written by Brandon Sanderson. The final novel of the series was published in 2013. The Amazon Prime Video series is the first on-screen adaptation of the series.

This article has been updated.


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