In this session...
Reporters Without Borders wanted to reach young people suffering at the hands of censorship so turned to a loophole; Minecraft. Minecraft became a loophole to bypass censorship with articles republished as Minecraft books within the platform, reaching over 20m gamers globally. In this session, DDB Berlin Senior Copywriter Tobias Natterer takes the stage to share how the creative agency hijacked Minecraft and how brands can organically infiltrate the world of gaming.
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In many countries, websites and social media are controlled by oppressive leaders. People are forced to grow up in systems where their opinion is heavily manipulated by disinformation campaigns. Reporters Without Borders wanted to reach young people suffering at the hands of censorship so turned to a loophole; Minecraft. Minecraft became a loophole to bypass censorship with articles republished as Minecraft books within the platform, reaching over 20m gamers globally.
In this session, DDB Berlin Senior Copywriter Tobias Natterer takes the stage to share how the creative agency hijacked Minecraft and how brands can organically infiltrate the world of gaming.
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What You'll Learn from This Session...
- The role creativity can play in fighting world issues
- How brands can organically infiltrate the growing world of gaming
- How to leverage popular platforms to generate earned media
