Microsoft Minecraft Retail Activation

The World's First In-Store Minecraft Scavenger Hunt

Bringing the excitement of the Minecraft game to a digital retail experience, we created an in-store Minecraft Scavenger Hunt game that incorporated many of Minecraft’s favourite characters with engaging, yet simple challenges, for kids aged 6-12 years old and their parents.

The Minecraft Scavenger Hunt game experience launched exclusively with BIG W throughout Australia. It utilizes web-based Augmented Reality (WebAR) technology so that players can experience the scavenger hunt with their own device and without the need to download a dedicated App.

The experience began at the entrance of each store and required players to identify, locate and scan Minecraft characters on point-of-sale signage mechandised near Minecraft products throughout the store.

Upon completion, players were rewarded with a $5 discount redemption code to use when purchasing Minecraft products online.

The Activation was excitedly received by fans and all original KPIs were quickly surpassed. Over 5000 kids completed the challenge during the promotional window and perhaps more importantly, for both Big W and Microsoft Minecraft, YOY sales of all key Minecraft Assortments went up by 250%. Conversations about a second, even bigger activity are on-going and we're looking forward to even more success in the near future.