Minecraft, the biggest game on the planet, was getting its first major “Super Duper” visual overhaul. Bright, colorful, and staggeringly beautiful (if you’re into beautiful blocky things), this update was a lot more than an update, so it needed a lot more than a typical gameplay trailer.

It needed a full-blown musical.

So we partnered with Tony and Pulitzer-award winning composer Tom Kitt and cast the star of Supergirl (and Glee alum) Melissa Benoist in a uniquely Minecraftian celebration of Minecraft, where the old became new and the blocky became … more realistically blocky.

The musical premiered at Minecraft’s annual, global convention, Minecon Earth, on November 17th, 2017. The event was live-streamed across channels like Twitch, Mixer and Facebook Live, where millions of engaged Minecraft players tuned in. The video was also shared through Minecraft, Xbox and Microsoft social channels.

With zero paid media, the Super Duper Minecraft Musical became a top post in organic social channels and drove significant word-of-mouth in the community:

-The video garnered nearly 7 million views on official Minecraft and Xbox channels

-Social volume increased 42% compared to its previous 3-month daily average

-88% positive Youtube reviews with over 23,000 thumbs up

-On Facebook, over 50% of the conversations were driven by people tagging their friends to notify them of the video