To overview
The challenge
How do you turn a movie launch into an experience that fans can actually step into? Doritos wanted more than a traditional campaign. The challenge was to build something bigger. A digital activation that merged technology, gaming and culture.
Something fans would share, media would pick up, and audiences would remember long after the credits rolled.
The concept
A glowing Minecraft portal appeared on Museumplein in Amsterdam. Scan it. Step through. And you enter The Nether Lands.
Movement became navigation. A tap meant mining. Collecting resources. Crafting weapons. Sabotaging a bridge to stop the Piglins. The virtual universe of Minecraft came alive in a game designed for everyone — from kids to hardcore fans. With a golden incentive on top: the chance to win an 18-karat Doritos chip worth €1,000.
The activation didn’t stop there. It was the centerpiece of a full campaign ecosystem. DOOH across 135 cinema screens. Fake out-of-home stunts. Social and influencer content. Online advertising. And a digital portal on Doritos.nl. After Amsterdam, the portal toured across the Netherlands and Belgium — giving thousands of people the chance to play inside The Nether Lands.
The result
Doritos x Minecraft became a digital success story.
- 400,000+ unique interactions
- 42.5M impressions worldwide
- +185% lift in ‘movie night’ association
- +27% increase in brand preference
With The Nether Lands, a public space transformed into a playable world. A campaign that blended gaming, technology and brand activation into a next level digital experience.
