Title	THE LIVE MINECRAFT CONCERT
Brand	UNIVERSAL MUSIC
Product/Service	ALUNAGEORGE
Category	B09. Music Live Experience / Festival
Entrant	HEISHOLT INC Oslo, NORWAY
Idea Creation	HEISHOLT INC Oslo, NORWAY
Production	HEISHOLT INC Oslo, NORWAY

Name	Company	Position
Christer Magnussen	Heisholt Inc	Creative
Martin Brurås Tønnessen	Heisholt Inc	Creative
Erik Heisholt	Heisholt Inc	Executive Creative Director
Terese Aalborg	Heisholt Inc	Executive Creative Producer
Gjermund Moastuen	Universal Music	Marketing Director
Guro Faller	the Gathering	Project Manager

The Campaign

We wanted to put AlunaGeorge into the gaming world, reaching out to people who spend hours online playing games and listening to music. Minecraft is one of the biggest games in history, and a creative one as well. We wanted to bridge the gap between AlunaGeorge and the gamers by creating a one of a kind concert, happening in front of a live audience as well as happening live for all the Minecrafters.

Creative Execution

We teamed up with The Gathering, the worlds second biggest computer party, to have the event headlining their opening ceremony. The month leading up to the event, we worked together with gamers associated with the Gathering to make films, posters and billboards within the game, as well as replicating the Vikingship, the venue where The Gathering is happening. Two days before the event the campaign went live, we launched the resource pack spread the posters and billboards as one would for a normal concert, only the walls we posted on was inside Minecraft. We also sent out a press release targeting music and tech news. During the actual event the concert went live both at The Gathering and in Minecraft. The 1200 spots on the Minecraft servers filled instantly, and the ones who didn't get a spot could watch it on livestream through Twitch and through NRK, Norways public broadcaster.

With a widespread billboard and poster campaign, as well as mentions on some of the most important music- and tech websites in the world, such as Rolling Stone, the Verge, Pitchfork, Engadget, MTV etc, we reached far beyond Norway. And that showed, in addition to the 6000 people in the Vikingship, we filled all 1200 spots on the server in seconds, and they stayed full throughout the concert. The live streams were watched by about 80.000 people internationally.

British pop duo AlunaGeorge played a concert that happened live within the game of Minecraft, as well as playing live on stage at the Gathering, the worlds second biggest computer party.

We partnered with the Gathering, the worlds second biggest computer party, to create a relevant link between the music and the gaming world. The concert was set to be the opening show of their 5 day festival. Gamers and server-experts were used to make everything relevant on the games terms, so we stayed true to the format we were using.