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2019 SILVER ENTERTAINMENT & SPORTS
UNITED STATES
Minecraft Coral Crafters
RAN IN: United States
CLIENT
Microsoft
Taylor Smith, Senior Director, Xbox Global Marketing Communications Fergus Lynch, Director Marketing Communications Lydia Winters, Chief Brand Officer Nicolette Suraga, Brand Manager
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.
