Claims Adjuster Add-On
View the case- Brand
- Minecraft
- Year
- 2025
- Objective
- Engagement
- Industry
- Tech & Telecom
- Mechanic
- Other
- Platform
- In-Game
- Agency
- AKQA Washington
Objective
Mojang wanted to pull Minecraft back into mainstream cultural conversation, beyond its core player base, and bridge Gen A players with the older audience that grew up on Ice Cube. Rather than run a straight brand tie-in, the team turned that idea into an actual in-game consequence, so the joke about losing everything on death became a mechanic players could experience firsthand.
Solution
Die in Minecraft with the add-on installed, and Larry, a bureaucratic claims-adjuster NPC, is waiting at your bed instead of your inventory. He walks you through a mock insurance claim, needling you with questions about how you died — sleeping in the Nether, going AFK, the usual — before either denying you outright or, if you push through, summoning The System, a golem boss that hands back your lost items when you take it down. Outside the game, players record their death clips and post them with #CubeClaim, tagging @icecube; Ice Cube, playing the claims adjuster from his own "ice cubicle," reviews a fresh batch of numbered claims in daily videos, and the official Minecraft account replies to individual posts with a personalized denial card.
Results
54.5 million campaign views and 3.5 million engagements, with $10.7 million in revenue attributed to the campaign; 28 personalized claim responses posted on the first day of #CubeClaim alone; the add-on holds 33,773+ player ratings at an average of 4.3/5 on the Bedrock Marketplace.
- 1
A social campaign sets up the premise: a video shows Ice Cube sitting in a cubicle at an old computer, introducing himself as an insurance adjuster who invites players to submit their in-game deaths under the hashtag #CubeClaim for a ruling.
- 2
Players post clips of their own Minecraft deaths tagged #CubeClaim, and the official account replies with a rejection card denying the claim, whatever the cause of death.
- 3
A daily series of numbered posts recaps recurring death scenarios—sleeping in the Nether, going AFK, falling off a mount, digging straight down, a creeper attack—closing with a finale titled "Denied! Denied! Denied!"
- 4
The add-on itself is a free download from the Minecraft Bedrock Marketplace, meant to be applied to a new world to avoid conflicting with other packs.
- 5
On first load, the player receives a guidebook explaining the mechanic, then places a bed to set a respawn point.
- 6
When the player dies and loses their inventory, an NPC claims adjuster named Larry appears at the respawn point and leads them through a dialogue questionnaire of mocking, insurance-style questions.
- 7
The answers determine the outcome: broken tools as a token payout, diamonds, a full return of the lost inventory, or the summoning of a boss.
- 8
In the boss outcome, a golem called The System spawns and also attacks nearby monsters; players fight it at range with arrows to avoid its heavy melee swings, and defeating it returns the lost inventory or drops iron ingots if there was nothing to return.
- 9
The add-on also equips players with office-themed gear: a baseball bat and a stamp as enchantable weapons, a headset and a shirt-and-tie as armor, plus a trophy cup and mug as collectibles.
