Campaign details

Brand: Minecraft
Brand owner: Microsoft / Xbox
Agency: 215McCann
Country: 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 created a vacuum that players filled with creativity and community. They built in-game and shared content for the community. Most importantly, Minecraft spawned an entire genre of YouTube videos that brought in billions of views (yup, billions).