We decided to create the world´s first live and simultaneous concert featuring a world famous pop band - inside one of the world´s most popular games - Minecraft.

The planning and crafting of the idea spread out over a month, building the venue, creating the billboard- and film campaign, designing all the artists Minecraft counterparts.

The actual campaign went live only 48 hours before the concert with billboards spread around on servers and a press release sent to different media.

We spread the billboards on different servers in the Minecraft universe, both ourselves and through collaborating gamers. The actual scale is hard to pinpoint as it spread from gamer to gamer after it was out of our hands.

The server for the concert went live just hours before the concert and was instantly filled with Minecraft fans from all over the world. The concert remained full until the concert was done and the server closed.

- The servers were filled up instantly, 1200 gamers from all over the world watched the concert from within the game. When somebody left, their spot was taken instantly.

- 80.000 people watched the concert in some form (at the venue, in-game or through streaming)

- Massive world wide media attention and social media attention