Title	THE LIVE MINECRAFT CONCERT
Brand	UNIVERSAL MUSIC
Product/Service	ALUNAGEORGE
Category	H01. Integrated Multi-Platform Campaign (Online & Offline)
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

Gaming and music have a strong connection, and we wanted to reach the gamers on their terms, through a game. Minecraft has a strong creative community, as well as being one of the most popular games in history. Our idea was to put the band into the game and create an event where they would both play in the real world and in the Minecraft-world.

Creative Execution

With help from the Gathering, gamers, server specialists and YouTubers we spent days replicating the Vikingship, the venue for the Gathering. We created custom skins for the artists, designed posters based on the Minecraft aesthetics and filmed promo films within the game. Two days before the event we tried to be everywhere, spread out on as many popular servers as possible with the out of home (but inside the game) campaign, as well as sending out a press release with all info to the news. On the day of the event, all 1200 spots on the servers were instantly filled and the concert was synced with the real concert with trusted gamers playing the band. The live sound was streamed for the audience at the Minecraft concert, so the Minecraft would be as close to the real one as possible. Those who didn't get a spot could watch on Twitch.

6000 people watched the live concert at the Gathering, 1200 gamers from all over the world got to see it happening in game and almost 80.000 people watched it stream live on Twitch and NRK's (norways public broadcaster) website. That's Norways biggest concert venue filled more than three times. The news spread far outside the gaming community, and got us coverage on some of the big tech- and music websites, such as Rolling Stone, The Verge, NME, MTV, Engadget, Vice (both Thump and Noisey), Mashable, Pitchfork, DIY mag etc. Thousands of shares and tweets in social media also built attention. And most importantly, we got to show AlunaGeorge to a totally new audience with massive attention, and a huge audience from all over the world.

To reach the gamers we partnered with the Gathering, a five day computer party in norway, the second largest in the world. They sit on both knowledge and resources to pull this off. Although the concert was happening in Minecraft, we wanted to promote it in the "usual concert way" with posters spread all around on popular servers.