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The Brief
Published: 6 Jul 2018

Minecraft Harnesses Player Creativity to Save Corals

Global hit game Minecraft is pulling its players' design skills into the physical realm to help restore coral reefs.

To promote its recent Aquatic update – where players can build and explore underwater landscapes – Minecraft drew players into the new game environment by challenging them to build virtual coral reefs. Once 10 million underwater building blocks were placed, Minecraft released a donation to US environmental charity The Nature Conservancy.

The gaming community further boosted donations by buying in-game design items, with all proceeds going towards the cause. The Nature Conservancy said the funds generated will enable the placement of 15,000 corals in the US Virgin Islands, Mexico, Dominican Republic and the Bahamas.

The initiative also turned some of the resulting in-game designs into actual underwater sculptures made from BioRock – a man-made medium that promotes coral growth. Six BioRock structures have been installed off the coast of Cozumel, Mexico; three feature familiar characters from the Minecraft franchise, while the remaining three were designed by players.

On Earth Day in April 2018, Pokémon Go galvanised its mobile gamers by rewarding players who showed up at geolocations for environmental clean-up events. Clearly, there is huge engagement potential for brands that know how to harness the gaming community's creative energies and narrative passions.

For more on how cross-play (the ability to play the same game across mobile- and home-bound devices) will create opportunities for brands to use the narrative immersion of gaming to drive actions in the physical world, see our recap of E3 2018.

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