Minecraft Built a Colossal Machine Inside the Game to Advertise a Special New Update

In-world advertising is always a fun tactic for gaming brands. And now, Minecraft has gotten into the act, enlisting ad agency 215 McCann to build a giant machine inside the Minecraft world—whose mismatched components serve as marketing for a special update to the popular building game. For years, the various versions of Minecraft—mobile, Xbox One, PCs—haven't been compatible with each other. If you build your world on platform, and a friend builds a world on another platform, you can't visit each other. For the first time in the history of Minecraft, tens of millions of players will be united across different platforms and devices and able to play together regardless of whether they're playing on mobile, Xbox One, or Windows 10 PCs. But yesterday, that all changed. Microsoft explains: The big day is finally here! It's probably the most significant update we've made in Minecraft's recent history - we're releasing a new version of the game that lets players on Xbox, mobile, VR and Windows 10 play together! And not only that! It lets you access oodles of player-made goodness on Marketplace! It lets you take that Marketplace goodness from one device to another! It lets you play your Realm on console (for example), hop off, then pick up where you left off on your phone! It lets you join massive servers, with communities numbering in millions of players and eccentric minigames to suit every taste! The new update to the game is called "Better Together." And to help market it, 215 McCann built a colossal in-game machine—which players will soon be able to visit—that embodies this sense of togetherness. The "Togetherness Machine" uses claws to grab pieces of the game's separate platforms and brings them together in a unified village. The point is to remind players that they can engage with building and breaking cities in real time with other players on different platforms. Here's footage of the Togetherness Machine: [kickout id="1"] It's great placement, as the cross-platform capability is good news for existing players at least as much, or not more so, as it is for would-be players. The machine will be available in-game in about a month. CREDITS Client: Microsoft Xbox Title: "The Togetherness Machine" Agency: 215 McCann Chief Creative Officer: Scott Duchon Creative Director: Neil Bruce Copywriter: Andy Holdeman Art Director: Zach Lepine Editor: Carson Bell Producer: Sarah Sweeney Director of Integrated Production: Alex Spahr Business Director: Peter Goldstein Account Director: Drew Porter Account Executive: Sam Brody Group Strategy Director: Brian Wakabayashi Strategy Director: Cassidy Wilber Communications Strategist: Amy Tucker Production Company: Blockworks Recording Studio: One Union Recording Mixer: Joaby Deal Original Music: Robot Repair

AdFreak

Minecraft Built a Colossal Machine Inside the Game to Advertise a Special New Update

Players will be soon stumble upon the Togetherness Machine

Tim Nudd

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