XX Artists partnered with YouTube to create a global single-day influencer event in support of this one-of-a-kind trillion view announcement. The event had to authentically celebrate the Minecraft on YouTube community by leveraging a network of global creators and creating a moment worthy of this historic moment in a social-first manner, across owned and influencer channels.

To honor the Minecraft community, we gathered 20 of Minecraft’s biggest creators to join us for a 24 hour celebration, having them look back on their achievements and growth over the past trillion views.

The campaign centerpiece was the #MinecraftMuseum, a celebration of Minecraft content cumulatively reaching 1 trillion views (that’s a million millions) on YouTube. To celebrate this huge milestone, we needed to create a celebration that would honor the Minecraft community while elevating YouTube as the home for gamers.

A milestone this big deserved an even bigger celebration. YouTube contracted 20 of the biggest global Minecraft creators – from Mr. Beast to Captain Sparklez and KREW – to deliver celebratory content across owned/influencer channels.

We launched the campaign centerpiece, #MinecraftMuseum, on YouTube’s social media channels. Housed in 12 collaborator-enabled carousels, the “museum” featured creator-produced content across multiple languages, looking back on the community’s most memorable content, creators, and growth.

On YouTube, we hosted multiple live streams on creator channels, where they acted as our museum “tour guides”, reacting live to the activation and reminiscing about the day's milestone. Additionally, XX created “Million Millions” for YouTube.com/YouTube – a video wherein multiple creators reflected on their first Minecraft video to hit 1 million views.

Finally, we had multiple posts across YouTube and YouTube Gaming Twitter, that guided fans through the day of activations with bespoke stunts and creator-made content.

- 443M impressions

- 811K+ engagements, trending on both YouTube and Twitter

- YouTube’s tweet announcing Minecraft’s 1T views was the most-liked non-BTS post on the platform for 2021.

- The campaign earned over 440 million impressions with over 800K engagements

- The campaign successfully sparked social conversations and there were 78.4K mentions from 53.7K+ authors celebrating the milestone

- The cavitation featured talent from 8 global regions, including US, Canada, Japan, France, UK, Germany, Brazil and Indonesia

- YouTube was front-and-center for this event with 81% of all earned mentions including the brand