The #MinecraftMuseum was a celebration of Minecraft content cumulatively reaching 1 trillion views (that’s a million millions) on YouTube.
For this activation, we contracted 20 of the biggest creators on the planet to deliver over 59 pieces of content that went live across our YouTube owned social handes. On the @YouTube Instagram channel, we launched the campaign centerpiece, the #MinecraftMuseum. Housed over 12 carousel posts, the virtual museum featured creator made content that looked back on the Minecraft community’s growth and gave fans all the love they deserved for hitting this momentous trillion-view milestone.
We also launched our Trillion views celebration with a custom animated video that starred Minecraft’s biggest influencers (as their avatars) and featured a bespoke recording of the classic song ‘We Built This City’. The video trended as the #1 video on YouTube and Twitter.
Instagram - @YouTube
162M Impressions | 799k+ Engagements
Twitter - @YouTube
82M Impressions | 1.6M+ Engagements
Twitter - @YouTubeGaming
183M+ Impressions | 12.4K+Engagements
Role: Director of Brand Social, YouTube
Client: YouTube