CLIENT
Microsoft
Taylor Smith, Senior Director, Xbox Global Marketing Communications
Fergus Lynch, Director Marketing Communications
Lydia Winters, Chief Brand Officer
Nicolette Suraga, Brand Manager
AGENCY
Taylor Smith, Senior Director, Xbox Global Marketing Communications
Fergus Lynch, Director Marketing Communications
Jessica Freeman, Games Marketing Leader
Emily Orrson, Product Marketing Manager
Carlos Rabanillo, Sr. Marketing Manager
Lydia Winters, Chief Brand Officer
Nicolette Suraga, Brand Manager
SUMMARY
To promote a game update for Minecraft that added life to its oceans, we harnessed the creativity of our players to help rebuild coral reefs in the real world. Influencers worked with players to design sculptures in the game that were then constructed with Biorock, a technology that accelerates natural coral growth. These sculptures were placed in Cozumel, Mexico, where coral decay is rampant. We also got the Minecraft community to build things underwater in the game to unlock a $100K donation to The Nature Conservancy, funding additional coral programs.
