Verizon in Minecraft

Objective

Verizon sought to demonstrate the value of mobile connectivity and 5G technology in an unexpected context. As part of the "Better Matters" brand campaign focused on enriching people's lives, Verizon aimed to engage younger audiences on their favorite platform by bringing a functional mobile phone experience directly into Minecraft, showing how connectivity can enhance everyday moments.

Solution

Wieden + Kennedy Portland created a playable mobile phone within Minecraft that replicated real-world mobile functionality. Players could make pixelated video calls, browse the web, take selfies with a virtual selfie-stick, and order pizza directly from the in-game phone. The experience used a custom application called Boxel, which converted web pages and video content into pixelated blocks compatible with the Minecraft aesthetic. The campaign was released as a digital advertising experience designed to generate viral engagement.

Results

Verizon's "Verizon in Minecraft" campaign received a Silver Award at the 2016 Clio Awards in the Branded Content category.