Minecraft

Minecraft

The best-selling video game of all-time expands its universe to entertainment and beyond.

My Role? Integrated Marketing Lead for A Minecraft Movie and Sr. Brand and Content Strategist for non-movie collabs

Superpowers unlocked? Marketing flywheel strategy and execution; how to land a cultural moment; high-profile program management

Check out a selection of work below.

SAMPLES

SAMPLES

SAMPLE #1

Mcdonald’s A Minecraft Movie Meal

Problem

Early market awareness of A MINECRAFT MOVIE distorted the movie’s aged-up maturity.

Insight

Collectible culture is in.

My Role

Drive integrated development of the marketing ecosystem from brand assurance through CRM rollout, spanning everything from TVC, events, product, email, and more!

Solution

(1) Run a joint Gen A and Gen Z meal program with McDonald’s (a first for them!)

(2) Create a robust (~$50M) flywheel of digital experiences and marketing to promote and land the program

(3) Add a layer of creative in-game integration to capture movie demand

Impact

  • Meal sold out in all countries

  • Cultural relevance of Minecraft and A MINECRAFT MOVIE

  • Increased traffic at McDonald’s (in-store and in-app)

  • Record-breaking new player acquisition at Minecraft

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