Minecraft: Coral Crafters

Minecraft, the Microsoft-owned video game, built excitement for the launch of a game update by engaging its environmentally-conscious players in a community effort to aid coral growth in the oceans.

Campaign details

Brand: MinecraftBrand owner: Microsoft / XboxAgency: 215McCannCountry: Global

Market background

Minecraft is one of the most popular video games in the world. Over 100 million players have played in its blocky, ‘digital Lego’ sandbox. Most astounding of all, it became a worldwide sensation without a single dollar spent in marketing.

In case you’re not one of those millions, Minecraft is a game that has no story, no instructions. Just a vast, open world to explore and build in. This unique design is the secret to Minecraft’s success: the lack of directions...

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