Netflix has gone an unconventional route in promoting one of its latest vehicles – featuring Ryan Gosling – taking to Decentaland.

As part of marketing The Gray Man, the digital streaming giant has chosen to create a unique ‘Gray Man’ experience within the metaverse.

To make this a reality, Netflix teamed up with the digital-first advertising brand Media.Monks to help the platform build out the experience on the metaverse. The Electronic Factory, meanwhile, was tasked with building it within Decentraland.

The result? a highly immersive, 3-dimensional maze that players can navigate while answering trivia questions about the film itself. Players who get the questions right will be placed into a draw to win an exclusive NFT.

So what is the goal of promoting on Decentraland? Especially considering Netflix’s prior difficulties with promoting its services (its games platform comes to mind). Much like other brands, the streaming giant is taking aim at a highly digitally literate demographic, building up its interactions with them through immersive content.

And, ultimately, user-centric promotion and content do surprisingly well.