Minecraft Coral Crafters|海报/平面|广告营销案例【ADGuider广告指南】

Minecraft珊瑚工艺家

案例简介：背景 Minecraft是从小开始变成文化现象的游戏。一种文化现象，植根于人们与其他人一起工作以建造令人惊叹的事物。现在他们想利用社区的力量重建现实世界。在Minecraft中存在一个社区，每个人都有权建立。游戏提供了积木，但社区是自己的。我的世界只是简单地陈述了自己的使命: “在我们的核心，我们在这里是为了建立一个更美好的世界。每个玩家从放置一个街区开始。然后另一个。另一个。这些小动作不仅仅是它们各部分的总和，我们也是如此。我们可以自下而上创造变化。描述您所在地区的文化/社会/政治/环境气候，以及在此背景下您的竞选活动的意义根据联合国的数据，在过去的30年里，气候变化、过度捕捞和污染已经导致地球上50% 的珊瑚死亡。如果不加以控制，到2020年，这些因素将摧毁世界上剩下的75% 珊瑚礁，并威胁到依靠珊瑚礁维持生计的2.75亿人的生计。虽然政府和企业大多选择忽视这个问题，但下一代人正在团结在一起，创造真正而持久的变革。他们正在寻找品牌来帮助他们。 92% 全球同意，我们都有责任为我们生活的社区做出积极的贡献。全球有87% 人认为，品牌必须为他们的信仰而挺身而出。 66% Z世代美国人表示，他们购买产品完全是因为某个品牌在他们关心的问题上表明了立场。描述创造性的想法 (投票30%) 成年人并不总是看到孩子玩电子游戏的好处。但游戏玩家并不是应对地球最大威胁的人。随着《我的世界》玩家的成长，他们对打造的不仅仅是游戏世界感兴趣。社会和环境变化指数非常高，所以我们创造了珊瑚匠。一个项目，使玩家能够以他们的游戏技能提高现实世界。在发布了一份更新，用海洋生物填补了它以前空的数字海洋，Minecraft招募了它的年轻社区，为地球的非数字海洋做了同样的事情。结合Minecraft的顶级内容创作者，中学天才，革命性的水下技术，9100万名每月活跃的玩家一起努力恢复珊瑚礁，并向世界证明电子游戏不仅仅是娱乐。他们实际上可以帮助年轻人改善他们将继承的世界。描述策略 (投票20%) Minecraft是世界上最受欢迎的游戏之一，也是唯一没有指令的游戏。玩家建立了一个社区，分享经验，互相帮助手艺和建造。他们不只是想在游戏中建立新的世界，他们想在现实生活中建立一个更好的世界。为了激发玩家对游戏中增加新的海洋功能的更新，我们希望激发玩家对70% 玩家说他们非常关心的东西的渴望: 回馈他们的社区。描述执行 (投票的20%) 珊瑚工艺师通过使用他们的想象力来更新真实海洋中的生活来庆祝新的更新。Minecraft来自世界各地的顶级内容创作者邀请他们的追随者帮助他们构建游戏内设计。社区最喜欢的设计是在现实生活中使用革命性的珊瑚再生技术建造的，并由当地的Minecraft教育学生安装在墨西哥科苏梅尔郊外的水域。随着时间的推移，这项技术将重新生长在Minecraft雕塑顶部的珊瑚，创造一个可以持续数千年的新珊瑚礁。这项努力还为自然保护协会 (Nature Conservancy) 恢复巴哈马、多米尼加共和国和维尔京群岛的更多珊瑚礁提供了资金。描述结果/影响 (投票30%) Coral Crafters超过了上次推出的重大更新所确立的所有基准，仅是其上一个活动的媒体预算的一半。在发布会上，Minecraft宣布了活跃玩家的破纪录增长-达到了历史最高水平，每月都有9100万人玩。社区主要通过口碑和分享来增长，因此参与任何更新活动至关重要。珊瑚工匠不仅参与了社区的更新，而且还带着一项具有现实世界影响的使命，比上次重大更新活动增加了近10倍的社会参与度。我们与Minecraft的增长引擎的联系显然奏效了，因为在2018年7月的相关时间范围内，Minecraft的净收入随着游戏销售额的增长而跃升。

Minecraft珊瑚工艺家

案例简介：Background Minecraft is game that started small and turned into a cultural phenomenon. A cultural phenomenon that is rooted in people working with other people to build amazing things. And now they want to use the power of the community to rebuild the real world. Within Minecraft exists a community where every individual is empowered to build. The game provides the blocks, but the community makes it their own. Minecraft states its mission simply: “At our core, we are here to Build a Better World. Each player starts by placing one block. Then another. And another. These small actions are more than the sum of their parts, and so are we. We can create change from the bottom up. Describe the cultural/social/political/environmental climate in your region and the significance of your campaign within this context According to the UN, climate change, overfishing, and pollution have killed up to 50% of Earth’s living coral over the last 30 years. If left unchecked, these factors will destroy 75% of the world’s remaining coral reefs by 2020, and threaten the livelihood of 275 million people who rely on reefs for sustenance. While governments and corporations have mostly chosen to ignore the problem, the next generation is banding together to create real and lasting change. And they’re looking for brands to help them. 92% globally agree that we all have a responsibility to make a positive contribution to the community we live in. 87% of people globally believe that brands must stand up for what they believe in. 66% of Gen Z Americans say they have bought a product solely because a brand took a stand on an issue they care about. Describe the creative idea (30% of vote) Adults don’t always see the good in kids playing video games. But gamers aren’t the ones responsible for the greatest threat to the planet. As Minecraft players have grown up, they’ve become interested in building more than just game worlds. Social and environmental change indexes very high among them, so we created Coral Crafters. A project that enabled players to improve the real world with their gaming skills. After releasing an update that filled its previously-empty digital oceans with marine life, Minecraft enlisted its young community to do the same for Earth’s non-digital oceans. Combining Minecraft’s top content creators, middle-school genius, revolutionary underwater technology, 91 million monthly active players worked together to restore coral reefs and prove to the world that video games are more than entertainment. They can actually help young people improve the world they will inherit. Describe the strategy (20% of vote) Minecraft is one of the most popular games in the world, and the only one without instructions. Players have built a community to share experiences and help each other craft and build. They don’t just want to build new worlds in the game, they want to build a better world in real life. To excite players about an in-game update that added new ocean features, we looked to spark desire around something that 70% of players said they cared about deeply: giving back to their community. Describe the execution (20% of vote) Coral Crafters empowered Minecraft’s community to celebrate a new update by using their imaginations to update life in real oceans. Minecraft’s top content creators from around the world invited their followers to help them build in-game designs. The community’s favorite designs were built in real life using a revolutionary coral-regrowth technology, and installed by local Minecraft Education students in the waters outside Cozumel, Mexico. Over time, this technology will regrow coral atop the Minecraft sculptures, creating a new coral reef that could last for thousands of years. The effort also unlocked funding for The Nature Conservancy to restore more reefs in the Bahamas, Dominican Republic, and Virgin Islands. Describe the results/impact (30% of vote) Coral Crafters exceeded all benchmarks established by the last major update launched, with just half the media budget of its previous campaign. At launch Minecraft announced record-breaking increases in active players - hitting an all-time high of 91 million people playing every month. The community grows primarily through Word-of-Mouth and sharing, so engagement with any update campaign is crucial. Coral Crafters engaged the community not just with an update, but with a mission that has real-world implications and racked up nearly 10x more social engagement than the last major update campaign. Our connection to Minecraft’s engine of growth clearly worked, as within the associated time-frame of July 2018, Minecraft net revenue jumped along with year-over-year game sales.