Get ready for A Minecraft Movie, coming to cinemas as soon as 2024. The collaborative marketing campaign has accelerated greatly in these final days leading up to the film’s opening weekend of April 4–6. The campaign connects with players in imaginative new ways around the world through activations meant to bring audiences deeper into the favorite Minecraft universe.
The campaign focuses around the very cool idea of “blockifying” the world. Now fans can experience Minecraft like never before in their real-world life! Snapchat Lenses This project features a series of custom Snapchat lenses that let you turn your world into an 8-bit universe. The marketing team worked with hundreds of brand partners to maximize the campaign’s visibility and engage with audiences in a way that made sense to them.
Notable collaborations include McDonald’s, which introduced bespoke meal boxes in multiple markets, and Adidas, which launched a collection of clothing and sneakers inspired by the game. Additionally, Oreo created bite-sized square cookies, while Doritos hosted a cash prize hunt in the UK for limited edition square chips. These collaborations are meant to make a uniquely diverse experience for attendees and draw the eyes of Gen-Z.
The premise for the overall marketing strategy was that influencers on the internet already knew a lot about these monsters. Closer to home, Laura Felpin coordinated the national collaboration in France. On the other hand, Bobicraft led the fight in Mexico while Gronkh mesmerized millions in Germany. This deliberate approach to the planning process allows for deeper community engagement. Finally, it makes sure the campaign connects with different audiences in different areas of the country.
The excitement surrounding the film culminated in a world premiere at Cineworld Leicester Square in London on March 30, attended by the movie’s cast, including renowned actors Jack Black and Jason Momoa. At the Mexico premiere on April 3, the cast even photo-bombed local-language influencers, further emphasizing their commitment to fan interaction.
Davin, a member of the movie’s marketing team, expressed the importance of fan engagement in the lead-up to the film’s release. Up until that point, we had tightly limited how we released video to the public. Then, mid-March, right before opening, ‘Minecraft Live’ provided us the chance to allow fans to experience much more of the film.
It looks like that marketing campaign has really paid off! As of this writing on April 17, A Minecraft Movie has already earned well over $600 million worldwide, with more than half that amount ($300 million+) coming from North America in just under two weeks since its release.
Nussbaum highlighted the significance of listening to audience reactions: “We’ve just got so many more touchpoints, whether it’s people dressing up in theatres or people shouting ‘Chicken Jockey’ at the screen, or just the testimonial-type reviews that people are giving as they walk out of the theatre.”