MINECRAFT XD
DISNEY XD CHANNEL
YOUNG LIONS AUSTRALIAN FINALIST
THE CHALLENGE
Disney recently launched a new channel known as 'Disney XD' which targets 6-12 year old boys, focusing on action shows such as Spiderman and Star Wars. Viewership of this channel is down so it's our job to change that.
INSIGHT
Since it’s 2009 release, Minecraft has become the most popular game amongst 6-12 year old boys, and the third most popular game in history. It’s a place where kids find action, adventure and creative freedom.
IDEA
To engage with our target audience we’ll create entire Minecraft worlds around Disney XD properties, available as downloadable mod packs.
HOW IT WORKS
Discover
As well as uploading the mods as free downloads on popular Minecraft websites, we also distributed special edition thumb drives as free giveaways in toy stores, and at Marvel and Star Wars movie releases.
Play
Minecraft XD allows players to take control of a variety of XD characters, while creating their own adventures, and getting to know each unique universe. With official licensing, these mods will have unprecedented access to official franchise assets, as well as missions that tie into recently aired episodes.
SPIDERMAN
IRONMAN
GRAVITY FALLS
STAR WARS
Watch
Portions of each Minecraft XD world are sealed behind impenetrable bedrock. To unlock new adventures, abilities, tools and resources, you have to use a daily unlock code, aired each day on Disney XD.
